Pete Foley Innovation

Innovation Based on Behavioral Science

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Gender and Marketing

Posted on February 4, 2019 at 4:30 PM

I am honored to co-author a paper with Evolutionary Psychologist Prof. David Buss that discusses the science behind some of the differences between how genders process and react to marketing. There is obviously much similarity and overlap in how genders behave, but important differences can also play out in different marketing contexts. These can influence what choices consumers make and what products they buy. Taking a science based approach to understanding any differences adds important clarity to our understanding. The potential application is also broad, as these insights apply not just to advertising content, which is of itself a significant opportunity, but also to when and where we communicate. For example, if we want to help families save more for retirement, creating marketing that triggers long-term mating goals, and placing it in programming or content that triggers family will likely increase it's effectiveness. Want to sell luxury or grooming goods? There are significant differences between how, on average, genders signal to potential partners, and that represents a significant opportunity for targeted marketing. You can read the full paper on David’s website https://labs.la.utexas.edu/buss/files/2019/01/Mating-and-Marketing-JBR-2019.pdf

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2 Comments

Reply darovspx5l
3:25 AM on February 28, 2019 
!
Reply kukla95-105l
11:30 AM on February 28, 2019 
, ?