Pink tax e design emocional: análise do consumo de depiladores

Abstract

This article approaches the relationships between design, emotion and female consumption. The aim is to investigate the pink tax phenomenon at the local level, identifying which factors lead to female disposable depilatory devices costing more than male and neutral ones, consumer behaviors that influence the purchase of this product and which aspects make it more attractive. The price difference between male and female products is exploited through historical and socioeconomic contextualization. A survey was made regarding depilation and purchase habits of disposable depilatory devices, in which data were collected on the most used techniques, use of disposable razors, frequency, preferences, among others. A second survey was made to collect prices at different drugstores, where color standards and product placement were also observed. Finally, a questionnaire was applied with volunteers following Kansei engineering fundamentals to identify emotions and affective preferences.