What Women Want (to Buy)

Advertisers and marketers spend millions of dollars trying to get inside women's minds--for good reason. Female consumers are responsible for buying or influencing the purchase of 85% of all goods and services nationwide. Now Mary Lou Quinlan, former CEO of ad agency N.W. Ayer, has produced Just Ask a Woman, a breezy distillation of 3,000 "listening interviews" about women's purchasing decisions. Among her insights:

Men move quickly in and out of a store. Women notice everything about a shopping experience--and get annoyed more easily. If a cashier is rude, men don't much care but women take it personally.

Women do not...

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