Man-of-action heroes

Man-of-action heroes

by Douglas B. Holt

Part of Working paper / Division of Research, Harvard Business School -- 03-102

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The compensatory consumption thesis states that men who experience anxieties in living up to American ideals of manhood in their everyday lives as workers and husbands use consumption as a means to escape these pressures. Masculine consumption, in this view, is a form of rebellion against society's expectations. This thesis of compensatory rebellious consumption has become conventional wisdom in the men's studies literature as a well as in popular culture. We question the basic premises of the thesis by asking: What masculine ideals do men strive for? And how do they use consumption to forge identifications with these ideals?

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