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Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth.

This paper provides an exploratory examination of the purchasing patterns, selection procedures and risk‐reducing mechanisms employed by female consumers making joint purchase decisions with their male partners within the furniture and carpet sectors of the home improvement market. It focuses on two main areas: female consumer purchase selection processes and the impact of female consumer risk reduction strategies (RRSs) on this process. These issues are explored by considering female consumer buyer behaviour in relation to joint purchase decisions regarding “high‐involvement and high‐risk” household products at three stages of the selection and purchase process: pre‐purchase, consumption and post‐purchase ‐ as defined in the services consumer behaviour model.

Draws on the findings of a quantitative survey and a number of qualitative focus groups and interviews to explore consumer behaviour and reasoning concerning the return of products. The findings serve as the basis for the discussion of the special case of returns deliberately premeditated at the point of purchase, a behaviour pattern termed “deshopping”. The incidence, key features and causes of “deshopping” behaviour are explored. Findings clearly illustrate the interplay of the functional, experiential and symbolic aspect of the consumption process as underpinning this behaviour pattern. Furthermore, they point to a cognitive lag between legal and perceived contract which hinges on the concept of “newness”, tied to the use of the exchange value rather than the symbolic value of the product. Deshopping serves as a financial and social risk reducing strategy which is unique in that it can be applied after the time of purchase.