Consumption Behavior and Money Sense: Gender Differences
Miho GODA (China)
About two years ago, I read an interesting news article. It was about the results of asurvey conducted on brand products by an international market research company. In
the survey, approximately 70% of people in Hong Kong said that they liked trademarked
items, namely brand items. I was impressed that the figure far surpassed that of thosein other countries and regions who liked such items. Also, I read an article by a HongKong psychologist saying that “people in Hong Kong tend to prefer brand items and new
products and, by having them, they are eager to feel a sense of superiority andsatisfaction.”
When buying an item—whether a bag, accessory, clothing, electric appliance,automobile, or communication device—people in Hong Kong tend to select a productmade by an internationally recognized company, even if it is more expensive. One of therecent examples of such a trend is the iPhone. Actually, I’m surprised that so many
people have the product. I asked several young men and women in Hong Kong who hadan iPhone why they had purchased the phone. Their answers included not only that“the product is convenient” but also that “the phone gives me a sense of satisfaction andsuperiority, making me feel that I’m in line with the trend of the times. So, even though
it’s expensive, I don’t think it’s a waste of money at all.” Many people think thatspending a lot of money on brand items and new products is not a waste. It seems that
this leads to the consumption behavior exhibited by many people in Hong Kong.
Another form of consumption behavior displayed by many citizens of Hong Kong istreating others. Unlike in Japan, where it is not unusual to split the bill for dishes, it iscommon in Hong Kong for someone at the table to say that “Be my guest here” and thenpick up the tab even if that person eats together with people of the same generation.
Next time when they eat together, a person other than the one who treated last timepays, saying that “This time, it’s my turn to treat.” Thus, it is often the case thatsomeone at the table pays for the other people’s food and drinks. There is even a casewhere a few persons at the table insist on paying the tab, with someone saying “Let me
pay the bill” and another person saying “No, the tab should be on me.” It seems thatthey think “treating makes me feel that I was able to make a good use of money,” and“pleasing others makes me satisfied.”
The above pattern is observed especially when more than two persons eat together.
However, this is not the case when a couple eats alone together. There is a big difference
between the two people in terms of behavior. In such a situation, even if they are not acouple, but a man and woman, the man almost always says “Let me pay” as if it werenatural to say so, while the woman almost always behaves as if it were natural thatsuch an offer is made for her. It seems that at this time the man is satisfied that “I payfor the woman. I’m a cool guy,” while the woman feels that “the man wants to pay for me.
I’m like a princess.” This happens even between a man and a woman who are justfriends, and of course, between a man and a woman who are a couple as well. Many men
in Hong Kong spend money for their partner without any hesitation, presenting a branditem or a bouquet of flowers for their memorial days, or treating every time they eat
together. This money sense is probably behind the reputation of Hong Kong men;
namely, “they are gentlemen and kind to women.”