A LOOK AT THE IMAGINARY BOUNDARIES AND IDENTITIES OF THE GENDER IN THE MOST TIME SHOPPING ONLINE

Abstract

The purpose of this research is to identify any differences in customers' capacity to imagine using a product based on gender. According to the writers, using one's imagination may backfire on male consumers while enhancing the likelihood of a purchase for female consumers. This research explores the factors that might encourage male customers' innate ingenuity and lead to wiser purchasing. There were three separate experiments done. Two research suggest that using one's imagination may provide distinct outcomes for men and women. The third research focused on males specifically to see whether there were any circumstances under which the harmful impact of imagination on male consumers may be reduced.
According to studies 1 and 2, encouraging consumers to use their imagination may have the opposite impact on male consumers, making them less likely to make a purchase. Seeing an item in an unexpected situation may raise purchase intent for males without a history of brand ownership, as shown in Study 3, which investigates strategies to reduce this impact. Paraphrased with permission from [insert reference here] These findings provide credence to the idea that gender has a role in determining the degree to which innovative approaches are used during product assessment. Male customers' reactions to creative problem-solving might be gauged, in part, by looking at their past interactions with similar brands. The results of the research should serve as a warning against the reckless use of innovative methods. Instead, firms should take into account demographic data such as consumer gender, familiarity with the brand, and industry when developing creative strategies for certain audiences. This is one of the first pieces of literature to examine the role of gender in the appraisal of products via the lens of imagination, according to the author.