Consumption behavior on men's underwear: Psychological factors on commitment to underwear

Abstract

The purpose of this study was to examine men's attitudes toward underwear, and the underlying psychological "meaning" they place on putting particular underwear. Firstly, the study illustrated the consumers' attitudes and behavior toward underwear by age groups. It was found that men across age groups had distinct, diverse attitudes and behavior toward underwear. Secondly, the study was followed by the investigation of the psychological mechanism behind men's commitment to underwear with several psychological effects. The psychological model of men's commitment to underwear was verified and it indicated that the underwear had psychological effects on men and those expectations toward the effects led to underwear-conscious mindset. Therefore, men, in trying to successfully cope with various challenges in a wide range of contexts in daily life, tend to gain psychological resources, although the psychological processes are not so much as differentiated by women.