Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleTHE MODERN MASCULINE LIFE STYLE.AuthorsCrask, Melvin R.; Lanier, Dianne; Trawick, Fred; Woodliff, Charles; Reynolds, Fred D.AbstractThis paper examines the life styles of males preferring traditional sex-role orientations with those preferring a more "modern," or egalitarian, orientation. Interesting differences appear which have implications for future consumer research.SubjectsLIFESTYLES; MALE consumers; GENDER role; CONSUMER research; CONSUMER behaviorPublicationAdvances in Consumer Research, 1977, Vol 4, Issue 1, p242ISSN0098-9258Publication typeArticle