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Revision with unchanged content. Men s shifting self-identities and masculinities result in changes in men s clothing and shopping behavior. This study explored how male consumers with a different degree of fashion opinion leadership interpret the same male looks and the differences in their tendency to accept a variety of looks. It also investigated how these variances are related to information sources used.

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Ou Zhang, received her M.S. in Consumer Affairs at Auburn University. Her Master´s study and research focused on consumer behavior in clothing and fashion. Wi-Suk Kwon, an Assistant Professor in the Department of Consumer Affairs at Auburn University. Her research interests include consumer psychology, multi-channel retailing, and branding.

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