Much research suggests that men and women process information from ads differently.
For instance, it has been shown that women process more detailed information than do men, possibly because they are more attuned to paying attention to external cues than men are (they are but generalizations!). The woman manager who headed Nike’s marketing campaigns to grow its women’s’ markets agrees, and claims that women are:
- More discerning buyers than men, and
- That they research many products and weigh several factors before they buy.
- Women unlike men-find ads using celebrity endorsements to be unpersuasive because they don’t like being preached at.
- Women are responsive instead to ads that portray women as powerful, capable people who hate being told they can’t do things simply because they are women.