Abstract
Consumers as members of a common culture decide which products are appropriately used by men and which by women. If consumers of one sex desire a functionally useful product, but are inhibited from buying it by important psychological factors and cultural norms relating to sex role, then it becomes important for marketers to understand these restrictions so that culturally acceptable conditions for purchase can be developed. Since a male's sex role identification and anxiety level are significant variables in his behavior, this study analyzed the relationship of sex role identification (psychological femininity) and anxiety (manifest anxiety) to American men's attitudes toward products with a defined feminine appeal.
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