Post Date December, 03 2023
1. The purchasing motivation and emotional color are relatively weak
Male consumers' mood changes during purchasing activities are not as strong as those of women, and they do not like associations or fantasies. They often view fantasies as future realities. Correspondingly, the emotional color is also relatively weak. So, when motivation is formed, stability is good, and their purchasing behavior is also relatively regular. Even if impulsive purchases occur, they often have confidence in accurate decision-making and rarely retract returns. It should be pointed out that there are significant differences in the aesthetic values of male consumers compared to women, which also has a significant impact on the formation of their motivations. For example, some male comrades believe that the characteristics of men are rough and powerful, so they often become interested in products with obvious male characteristics when purchasing goods, such as cigarettes, alcohol, clothing, etc.
2. Motivation forms quickly and decisively, with strong confidence
One of the main differences between men's personality traits and women's is their strong rationality and confidence. They are good at controlling their emotions, being able to calmly weigh various pros and cons when dealing with problems, and considering the overall situation. Some men see themselves as the embodiment of ability and strength, with strong independence and self-esteem. These personality traits also directly affect their psychological activities during the purchasing process.
Therefore, the formation of motivation is more decisive and rapid than that of women, and can immediately lead to purchasing behavior. Even in complex situations, such as when there are conflicting purchasing motivations, they can be decisively dealt with and make decisions quickly. Especially many men are unwilling to "haggle over every detail" and only inquire about the general situation when purchasing goods. They do not pursue certain details and do not like to spend more time comparing and selecting. Even if they buy slightly faulty products, as long as they are not related to the overall situation, they do not care.
3. The purchasing motivation is passive
Generally speaking, male consumers are not as likely to take care of household chores and take care of the elderly and children as female consumers. Therefore, purchasing activities are far less frequent and the purchasing motivation is not as strong as female consumers, making them more passive. In many cases, the formation of purchasing motivation is often due to external factors, such as family instructions, delegation from colleagues and friends, work needs, etc. The initiative and flexibility of motivation are relatively poor. We often see this situation where many male customers remember the name, style, specifications, etc. of the product they want to purchase in advance when purchasing. If the product meets their requirements, they take purchasing action; otherwise, they give up their purchasing motivation.
