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Sports Car Stereotypes

The Truth About Gender Purchase Psychology and Marketing

Marketing campaigns over the last century have represented women with one-dimensional, stereotyped images. Do women respond to this kind of advertising? Would women want a special car designed for them?

In a psychology-based study, Merkle examines the thought process for buying sports cars and how purchase decisions are made according to gender. The in-depth research reveals the motivations and preferences that drive both male and female sports car criteria.

In partnership with the ANA Alliance for Family Entertainment and in support of the #SeeHer campaign, Merkle uncovers what women really want from advertising and how the brands that understand them stand to gain enormous potential. Download the research now.