Do you dread having to buy condoms in person? Amazon Dash is here to help with its expanded line of products that you can order from the privacy of your home.
There are 76 more items in addition to Trojan condoms that the giant e-retailer has added to the convenient one-click-buying system. Last year, Amazon set out to change the way shoppers purchase everyday essentials, so it launched the replenishment program.
But there’s also a shopping pain that the e-commerce company has – perhaps unwittingly – addressed with the new additions: the embarrassment that usually accompanies the purchasing of private items.
These include “feminine” goods, as they’re often called; things like Stayfree feminine pads, Playtex Carefree Feminine liners, and Playtex tampons – all of which have also been added to Amazon’s list of products available via the Wi-Fi Dash Buttons.
Besides tampons and condoms, consumers can also purchase Depends incontinence products via the Internet of Things-style program.
According to Kelly Herd, assistant professor of marketing at Indiana University’s Kelley School of Business, consumer psychology literature deals too sparsely with the problem of embarrassment.
Herd co-authored the study, “Wetting the Bed at Twenty-One: Embarrassment as a Private Emotion,” so he knows what he’s talking about. “In the consumer behavior context,” he added, “embarrassment may prevent a consumer from consuming a product or service or change one’s purchasing habits.”
And according to Herd, this type of discomfort isn’t reserved for shopping in brick and mortar stores, but also extends to online buying. In the study, he says that online shopping for items like condoms can be triggered “by the purpose of the purchase [alone.]”
But will it help ordering tampons and panty liners via Amazon’s Dash button? Is this shopping method fundamentally less embarrassing than buying them online? Kit Yarrow, a consumer psychologist, believes that might be the case.
He explains that “our puritanical roots” make us want to avoid anything that has to do with body functions and fluids. That’s why he believes a purchasing system that helps us “avoid dwelling on our human messiness” is guaranteed to be successful with consumers.
Prof Herd, on the other hand, isn’t so sure of the button’s usefulness. According to research, consumers still experience embarrassment regarding these items even in private. Whatever the case, it will be interesting to see if levels of inhibition are reduced using the Dash button.
Image Source: Mashable