The purpose of the study was to examine the mean differences in body-cathexis, satisfactions, and dissatisfactions with the clothing and retail attributes, and clothing behavior among short, average-height, tall, and big men. Data from a national random sample of 269 male consumers were analyzed. One-way analyses of variance showed that these four groups differed on mean body-cathexis, satisfactions with clothing, and retail attributes, but not on clothing behavior. Managerial implications based on the findings are discussed.
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