Women Solve Problems Differently & Purchase Differently

We argue differently than men. We solve issues different than men. We make decisions different than men. It goes to reason we also make purchases different than men. As a woman, I look at this a common sense, but now there is a bit of scientific proof.

From the She-conomy article by +Stephanie Holland:

Women have larger areas of their frontal lobe, responsible for problem-solving  and decision-making. They are indeed  planning ahead, visualizing multiple solutions and using that female brain processing to put more time and effort into a decision or problem solving process. (aka, taking a long time).

We also see that the limbic cortex, responsible for regulating emotion, is larger in women. Women have more connections to the emotional centers of their brain. They tap into that emotional center when making decisions (aka, leading with their emotions).

I think this not only helps marketers take a different approach to selling to women, it explains a lot within husband/wife marriages on why it is a difficult process to make certain household purchases (like the home itself or possibly a car). Knowing this, why on Earth would a marketer choose to communicate generically across the board?

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