Guys versus Gals.
There is nothing inherently wrong with consumption, but it is said to vary by gender. Gender is one of the most common forms of division used by marketers.
So, the million dollar question is “Which gender is more impulsive?”
Based on personal experience, I have noted that while women are branded as “shopaholics” the reality is men are really the impulse shoppers. Men may be able to resist the urge to shop but women hunt down a bargain. Oh, the adrenaline pumped by a sale is not the same for guys as it is for girls. Women spend time looking for bargains, whereas men are more likely to grab something off the shelf or buy something online without comparison.
Impulse buying is activated by sensual prompts. Retailers accentuate sensory prompts in stores whose products tend to appeal to women. This is so because although women are not more susceptible to consumerism, they are still primarily targeted by marketing campaigns. Men usually don't pay much attention to advertisements as they are often pre-occupied. I;m not saying that advertisements are not targeted towards men, but women are easier targets.
Most people will argue that women are more impulsive buyers than men are, however I will say that they are probably more compulsive rather than impulsive.
What are your views on the gender based behavioural patterns of consumerism? It would be very interesting to see the different views on this topic.
