Dr Jacquie McGraw

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PhD Graduate

Bachelor of Creative Industries (Media and Communication) with Distinction. Master of Business (Research). Doctor of Philosophy (Queensland University of Technology)

Thesis topic

“When males experience customer vulnerability: Masculine norms and value destruction in transformative health services”

Thesis project

Despite the availability of preventative health services for men (paid and free), men are dying younger than women indicating customer experience of vulnerability. This research aimed to identify influential masculinity norms and value destruction when male customers likely to experience vulnerability access or avoid transformative health services. This three-study PhD research project firstly analysed existing data from the Australia-wide longitudinal study of men’s health Ten to Men (N=16,021) to see if conformity to traditional masculine norms differs across four social generations (Baby Boomers, Generation X, Generation Y, and Generation Z) when accessing or avoiding health services. Secondly, through latent class analysis, masculinity segments for of adult male customers of preventative health services likely to experience vulnerability were identified. The third study was an online survey with young men (n = 296) to identify different value co-destruction behaviours, their relationship, and their drivers when young men use preventative health services. Service stages in the customer journey where such behaviours might be reduced were also identified. The research program found privileged groups assumed to be resilient actually experience customer vulnerability, and the effect of masculine norms on men’s health behaviours is highly dependent on service context, social generation, and conformity. Furthermore, this research was the first to find specific masculine norms and value destruction behaviours are key indicators of men’s customer experience of vulnerability and use of transformative health services.

Jacquie has also started a blog to chronicle her research journey and this can be read here: https://bluejacqresearch.wordpress.com/blog/


In 2022, Jacquie was a recipient of a Faculty of Business and Law Executive Dean’s Commendation for Outstanding Doctoral Thesis for 2022.

Tough but not terrific: Value destruction in men’s health – Project Summary (Click image to enlarge)

BEST Conference 2021 Presentation | “Millennial machismo to Boomer bravado: unmasking masculinity in Australian men’s health service use”

Supervisor details

Professor Rebekah Russell-Bennett – Principal Supervisor – AMPR – QUT Business School

Professor Katherine White – Associate Supervisor – School of Psychology and Counselling – Faculty of Health

Projects (Chief investigator)