1. The motivation is quick, decisive and confident. One of the main differences between men and women is that they have strong rationality and self-confidence. They are good at controlling their emotions, can calmly weigh all kinds of advantages and disadvantages when dealing with problems, and can think from the overall situation. Some men regard themselves as the embodiment of ability and strength, and have strong independence and self-esteem. These personality characteristics also directly affect their psychological activities in the purchase process. Therefore, the formation of male motivation is more decisive and faster than that of women, which can immediately trigger buying behavior. Even in complex situations, such as when several purchase motives conflict, we can deal with it decisively and make decisions quickly. In particular, many men are unwilling to "haggle over every ounce". When buying goods, they just ask about the general situation and ignore some details. They don't like to spend more time comparing and selecting. Even if they buy goods with minor faults, they don't care as long as they have nothing to do with the overall situation.
2. The purchasing motivation is passive. Generally speaking, men's buying activities are far less frequent than women's, and their buying motives are not as strong as women's, so they are passive. In many cases, the formation of purchase motivation is often due to external factors, such as the orders of family members, the entrustment of colleagues and friends, and the needs of work. And the initiative and flexibility of incentives are relatively poor. We often see that many male customers will remember the name, style and specifications of the goods they want to buy in advance. If the goods meet their own requirements, they will take the purchase action, otherwise they will give up the purchase motivation.
3. The emotional color of purchasing motivation is relatively weak. The emotional changes of male consumers in purchasing activities are not as strong as those of women, and they don't like association and fantasy. They often regard fantasy as a future reality. Correspondingly, the emotional color is also relatively light. Therefore, when the motivation is formed, it is more stable and the buying behavior is more regular. Even if impulse purchases occur, they are often full of confidence in accurate decisions and rarely go back on their words and return goods. Psychologists need to point out that the aesthetic standards of male consumers are obviously different from those of women, which also has a great influence on the formation of their motives. For example, some gay men think that men are rugged and powerful, so when buying goods, they are often interested in cigarettes, wine, clothing and other goods with obvious male characteristics. The difference between men and women's consumption psychology: women's consumption psychology In modern society, whoever catches women will seize the opportunity to make money. If you want to make money quickly, you must aim at a woman's pocket. In marketing, stores should pay full attention to the importance of female consumers and tap the female consumer market.
Female consumers generally have the following consumption psychology:
1) Pursuing fashion As the saying goes, "Everyone loves beauty", especially female consumers. Both young women and middle-aged women are willing to dress up beautifully and fully display their feminine charm. Although women of different ages have different consumption psychology, when they buy a certain commodity, the first thing they think of is whether this commodity can show their beauty, increase their image beauty and make themselves look younger and more attractive. For example, they often like products with unique and novel shapes, gorgeous packaging and fragrant smell.
2) Female consumers who pursue beauty also pay great attention to the appearance of goods, and regard appearance as an equally important factor with the quality and price of goods. So when choosing goods, they will pay great attention to the color and style of goods.
3) Women who have strong feelings and like to follow the crowd generally have strong emotional characteristics, which are manifested in commodity consumption, mainly using emotions to dominate purchase motives and behaviors. At the same time, they are often influenced by their peers and like to buy the same things as others.
4) Like to show off and have strong self-esteem. Consumer psychology points out that for many female consumers, in addition to meeting their basic needs, they may also buy goods to show their social status and show off their uniqueness to others. Driven by this psychology, they will pursue high-end products without paying attention to the practicality of goods. As long as you can show your identity and status, you will be willing to buy.