I don't think they're MORE susceptible, I think it's the type of consumer products that women are interested in that contribute to an image of excess materialism. There are exceptions across the board obviously, but the type of goods that women on average seem to enjoy are a lot more disposable with higher turnover. Say clothes, random furniture, trinkets, etc. There's a lot more awareness about details and minor products. I also think they're more susceptible to societal pressures and what's "fashionable" amongst their colleagues whereas guys, while also influenced by these things, are not necessarily influenced down to the finest details.