To what extent does gender influence brand consumption after watching distinct types of short videos
DOI:
https://doi.org/10.61173/pg4wfa69Keywords:
Economics, Behavioral Economics, Gender, Short Video Advertising, Consumption, PsychologyAbstract
Many businesses have discovered new business opportunities from the rapidly increasing sales on online shopping platforms, and more and more new sales methods and case studies on particular settings of short video advertising have been reported. The previous studies only primarily relied on the knowledge of Economics or finding a consuming trend of the effect of different types of the products thus being unable to disentangle the reasons why the consumers leaned to purchase more on a specified kind of short video advertisement. Meanwhile, no compared sales data were used to determine the extent to which different types of advertisements for the same product increase demand from consumers of different genders pointing out the factors in the advertisements that influenced the preferences of separate sexes — critical but vacant. This essay actively selected most international youth and several young adults in questionnaires. 6 samples were randomly picked out for the following experiment, including an interview and a feature recall test. The findings were that the ‘functionally appealing video advertisement’ was the best beloved by females. Unlike the former, males were attracted by science video advertisements the best, while both buy more when there the characters with more similarities with them’ which can be explained by economic and psychological terms.
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