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Abstract
The purpose of this study was to characterize men into different groups of male consumers using fashion clothing involvement (FCI), materialism, and fear of negative evaluation (FNE). Masculinity scale items were also developed to analyze how masculinity, as it relates to fashion, differs among the types of men. Male consumers, ages 18 and older, were asked to participate in the study, through Amazon Mechanical Turk (MTurk), by completing an online survey. A total of 208 participants completed the survey and 182 usable responses were analyzed in SPSS. An exploratory cluster analysis of the data identified three distinct groups of men and a one-way ANOVA was conducted to test if masculinity differed among the three groups. The findings yielded noteworthy implications for the fashion and apparel industry, male consumer behavior research, academia, and society as a whole. Future studies should consider further investigating FNE as it relates to FCI of male consumers.