Uncovering Chinese Stereotypes and Their Influence on Adolescent Male Makeup Purchasing Behavior

Abstract

The consumption of makeup amongst males has not been fully explored by academics nor catered by the marketplace. Therefore, the desires of users are unsatisfied and as their existence are virtually unrecognized. Purchasing is the result of interactions between consumers and their respective societies. This qualitative study aims to reveal male Chinese adolescent makeup purchase behavior by exploring the impact of stereotyping on this emerging segment. Stereotyping contributes to the development of social categorization and can also be an external factor which influence purchasing decisions. The occurrence of makeup being stereotyped as being feminine is a key variable of this study. Findings pinpointed China as being a conservative market with strong traditional values. Not only was China an unfavorable environment in which to develop male makeup as a new life style, but stereotyping was also a strong influencer of social categorization. Even though stereotyping heavily influenced male Chinese adolescent purchasing behavior, it did so in a positive way, guiding adolescents to acknowledge their purchase desires and to explore new values in their conservative society. The lack of research into the male purchasing process was a key inspiration of this study. This study identified possible further research areas for academics and marketeers, especially in terms of male consumer behavior development.