Monday, December 19, 2005

Men and small fridges...

What is it with men and small fridges? Someone please explain this connection to me. I write this blog in earnest and I really would like to understand why men insist on buying a smaller fridge than their wives want? However, the same logic never applies to a TV purchase. I have seen my dad, my husband and a friend's husband do exactly the same thing in the past year - insist on buying a smaller size model.
Now they behave as if we women want to buy a bigger size to sit in it or to store our personal belongings in it. Why in heaven's name don't they understand that a larger sized fridge means you can do your shopping for fish, meats etc and then not have to run to the store every three days especially when there is no time with all of us in hectic jobs. It also means that you don't have to throw or give away perfectly OK food just because after a party there is no room in the fridge. And it also means that you can store chocolates and pickles and mayo and salad dressings in peace without having to constantly juggle the space. Plus of course all men conveniently forget that one shelf will be completely occupied by beers and breezers making it completely inaccessible for us.
All your marketers out there, I'm sure there is some research to explain this behaviour. Why can't men think long-term in fridges? Tomorrow if you decide to have a family and will therefore need more space will you go about buying a larger fridge or then take up more space by buying another smaller fridge? Why not just buy one large one? Please someone, come up with a logial explanation.

4 Comments:

Blogger writer-in-egg-style said...

According to American psyche-diggers such as Dr Dichter, Fridge Space equals Food Security (for the female), so big fridges are in big demand.

Indian analysts have often argued that the US model does not apply here because of the typical quick-throughput cycle for food items (fast in, fast out), and also because regular US inhouse items (such as ice-cream) tend to be mostly non-home indulgences in India (tsk tsk--despite the efforts of Walls and other brands).

Of late, Haier is a rare fridge brand that has shown some empathy with the female, but it hasn't displaced male dominance.

Which brings me to a wild guess on the male behaviour you describe: blame a vestigial hunter-gatherer attitude that rings a little Y-chromosome bell that says (between grunts) "look, me sharpen spear, go get mammoth meat and flex muscle; she paint my bravery on cave wall, wear skin, preen and give reward". In other words, as a male, my primeval instinct is to ensure food security dependence on my masculine skills. Fridge Space shortcircuits this.

Ha ha. By the way, I have a valid reason at home not to get a big fridge--the apartment tower's architect has evidently conspired with fellow males to create a kitchen plan that cannot take one any bigger than what we have (ironically, despite the egalitarian brand name). Hey thanks, Hafeez.

19 December, 2005  
Anonymous Blogonomist said...

Nice try, Mr Egg Style, but smart guesswork is not always accurate. I recommend "The Proper Study of Mankind" in the Christmas edition of The Economist of London.

28 December, 2005  
Anonymous J W T said...

Research: those with the longest and widest attention span shall triumph. By this blog, I understand that the female attention span is beating the male attention span in the Indian market region. Males will start thinking long term once they actually understand the proper meaning of "gestation" which cannot be measured in dollars.

29 December, 2005  
Anonymous fyc said...

Question: what separates mankind from other species?

The art of deferred gratification. The fridge, as a storehouse of food, is a tool of deferred gratification, and it is an important part of the story of evolution.

29 December, 2005  

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