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: The purpose of this study was to examine the appearance management behavior and its motives according tomale consumers' age. A set of questionnaire was administered to 398 male consumers. Data were analyzed by utilizingfrequency, factor analysis, ANONA, and Crosstabs. The results showed that factors of the appearance management behav-ior were classified into such as fashion oriented, figure management, figure improvement, skin care, cosmetic surgery, haircare, and health oriented. The male consumers age in the 20s, were more conscious of the appearance management. Themale consumers aged over 40s were more aware of figure management and hair care for better health oriented. Appear-ance management behavior motives were classified into individuality, sociality, and interest arousal. Most of the male con-sumers showed higher interests in sociality among appearance management motives for better personal relations atworkplace and increasing competitive edge.Key words: Appearance management behavior, Appearance management motives, Male Consumers, Age

A Study on Appearance Management Behavior of Male Consumers(I) - Focusing on the Age -