Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

Key Takeaways

Join Merkle’s Ethan Hanson and Stephen Quinn the Chairman of the Association of National Advertisers – Alliance for Family Entertainment and former CMO of Walmart and Frito-Lay, with multiple roles at PepsiCo, Quaker Oats, Johnson & Johnson and Procter & Gamble.

They will share a fascinating, insightful, and transformational look at buyer motivations, gender representations in advertising, and where the industry is headed.


Detailed Overview

From pens to cars, marketers have long sought to market their products to women – and many attempts have failed, leaving consumers feeling biased in their treatment.

In a psychology-based study examining the purchase decision process for sports cars, we examined why people from each gender make purchases and found one thing that women do want – to be treated like thoughtful, diverse human beings and represented as such in advertising. 

It seems like an obvious answer, but marketing campaigns over the last century have proven otherwise.