What products lefthanders really buy?
What does it mean to be a lefthander (LH) living in a right-hand (RH) world? Many LHs mention interacting with products or objects as the source of their frustration. People pointed at them saying: “You are doing it wrong!” and they are often called out as “clumsy” (Coren 1992:222). Our theoretical framework presumed that becoming a LH is like developing into a piano player. Although becoming a LH is not a decision, as you are born one, but being one is a process of practice with objects and meaning.
We began our ethnographic observations by observing the behaviors of LHs in Slovak households, mainly the kitchen, and the workplaces. At first, we assumed LHs would choose to buy specially designed products that are associated with identity through consumption. However, our observations showed the opposite. LHs owned specially designed tools for LHs however, most of the tools were given to them by family and friends. We discovered that LHs choose to exclusively perform daily tasks in the kitchen and workplaces with RH tools.
Our further research online showed that lefthanders were performing daily rituals by posting videos of working with RH tools. By doing so they were utilizing the advantage of being disadvantage approach. Meaning, practicing with RH tools and objects they can perform better outside the online community. We also discovered that LHs created a classification system of products and values. For example, LHs made fun out of a “unique” backwards-running clock designed for LHs.
High value credits were given to simple, practical daily used objects such as a pencil sharpener and scissors. Our observations clearly showed that LHs prefer non-luxury products, valuing functionality, products as tools, over status. For LHs, consumption of goods may depend more on their social meaning than their functional utility. Marketers how were pushing luxurious products for LHs failed to see the world through the eyes of their consumers.
A simple pencil sharpener for LHs.
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