Consumer psychology of men

    1. The emotional color of purchasing motivation is relatively weak

    male The changes in consumers’ mood during purchasing activities are not as good as female Strong, do not like associations and fantasies, they often regard fantasies as future reality. Correspondingly, the emotional color is also relatively weak. Therefore, when the motivation is formed, the stability is better and the purchasing behavior is more regular. Even if there is an impulsive purchase, they are often confident that the decision is accurate and rarely regret returning the product. It should be pointed out that male consumers’ aesthetics are obviously different from those of women, which also has a great impact on the formation of their motivations. For example, some gay men believe that men are characterized by ruggedness and strength. Therefore, when they buy products, they are often interested in products with obvious masculine characteristics, such as cigarettes, wine, clothing, etc.

    2. Motivation is formed quickly and decisively, with strong self-confidence

　　One of the main differences between men's personality characteristics and women's is that they are more rational and confident. They are good at controlling their emotions, can calmly weigh various pros and cons when dealing with problems, and can think about the overall situation. Some men regard themselves as the embodiment of ability and strength, with strong independence and self-esteem. These personality characteristics also directly affect their psychological activities during the purchasing process.

    Therefore, motives are formed more decisively and quickly than women, and can lead to purchasing behavior immediately. Even in more complex situations, such as when several purchasing motives conflict, they can be dealt with decisively and make decisions quickly. In particular, many men do not want to "fiddle with every detail". When purchasing goods, they only ask about the general situation and do not pursue certain details. They do not like to spend more time comparing and selecting. Even if they buy a slightly defective product, as long as it has nothing to do with the overall situation, they will not care about it.

    3. Buying motivation is passive

　　Generally speaking, male consumers are less likely than female consumers to do housework, take care of the elderly, Child , therefore, purchasing activities are far less frequent than that of women, and their purchasing motivation is not as strong as that of women, who are relatively passive. In many cases, the formation of purchasing motivation is often due to external factors, such as instructions from family members, entrustments from colleagues and friends, work needs, etc. The initiative and flexibility of motivation are relatively poor. We often see this situation. When buying goods, many male customers remember the name, style, specifications, etc. of the goods they want to buy in advance. If the goods meet their requirements, they will take purchasing action; otherwise, they will give up the motivation to buy.