Saturday, November 16, 2013

Reassure Stay-At-Home Dads

In your retailing, help househusbands maintain their self-esteem.
     Researchers at Chapman University and University of Wisconsin-Madison find that stay-at-home dads often call upon themselves to fight against the lack of value traditionally accorded to domestic skills. The issue becomes of more importance to retailers because of the increase in the number of househusbands. A University of New Hampshire analysis attributes the start of the trend to the economic downturn. Since women are paid less, on average, than men, husbands were more likely to lose their jobs than were wives, and then husbands encountered more difficulty than wives in finding employment.
     The Chapman/Wisconsin researchers discovered online forums and annual conventions used by househusbands to establish legitimacy and increase their status. They want to masculinize what they do.
     This can lead to garbled communications. A tale reminding me of how is of the consumer psychologist who said to his wife, “I got the strangest message from Dean. He wants me to get together with him to go shopping for a good corn dog.”
     “Are you sure you heard that right?,” asked the wife, with understandable skepticism.
     “Yep. I listened to it twice. Maybe it’s Dean’s way of saying he’s getting together a group for the state fair. I called him back, but nobody answered.”
     Then the consumer psychologist started thinking about what goes into deciding the right price to pay for a corn dog at a state fair. Consumer psychologists’ brains get locked into those sorts of thoughts. But in this case, the reverie was interrupted by a return call from Dean, who clarified his invitation was for an outing to buy a coon dog. A traditionally more masculine pursuit than food tasting.
     Accommodate the househusband shopper. Mattel, Inc. introduced their Barbie construction set on the justified assumption that fathers are doing a considerable amount of purchasing for the family.
     People buy based in part of how well the purchase projects their desired degrees of masculinity and femininity. Classic research by a psychologist working for IBM showed how descriptions of masculinity and femininity differ from one culture to another, but. what stays the same is the drive of each type to show off their credentials.
     Researchers at University of Texas and University of Southern California observed that American consumers associate masculinity with merchandising which is disciplined, stable, and serious, and they associate femininity with merchandising which is delicate, whimsical, and changeable.

Click below for more: 
Lure the Male Housekeeper 
Corner Risks with Partitioned Pricing 
Impassion Your Shoppers

No comments:

Post a Comment