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Hey there đź‘‹ - Abhi here!
Happy Thursday to the 28,066 marketers reading today :)
I spent the weekend recovering from the biggest student-run music festival in the United States, and now, I’m back with a bang. With this very newsletter…
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Men vs Women
My girlfriend and I have shopped together on multiple occasions. Whether that’s in-store or online. But rarely have we ever agreed on an outfit or product.
Even if we see the very same ad, our perspectives end up very different. Makes me wonder why. And amid all the possible factors that affect the decision, I’ve always been curious about one - gender.
Why does it affect our interpretations so differently? What factors of an ad have a different impact on men versus women? Well, I curated 3 of the most interesting factors for you…
And just a disclaimer - always go with what works for women. Because guess what we end up buying every time? Not the product I want, that’s for sure!
3 Science-Backed Tactics For Your Ads Based On Gender
A study by Wang and team in 2000 looked at the effect of ads that highlight a sense of connectedness across genders. They looked both at connected and separated appeals by differing the copy across ads:
Connected Appeal: “"The ALPS watch. A reminder of relationships.”
Separated Appeal: “The ALPS watch. The art of being unique."
And the body copy was an extension of the same. Turns out, they found a significant persuasion effect such that:
The connected appeal - one that highlights a sense of togetherness - resulted in more favorable brand recognition among women
The separated appeal - one that highlights a sense of individuality - resulted in more favorable brand recognition among men
After analyzing the top 10% of ads from a set of 1200 US ads, researchers found that:
Ads with humour work best for men
Ads with light-hearted humour work best for women
And men appreciated dark humour a lot more - it kept their attention - but the gruesome violence put off the female audience
Sex sells. We’ve heard it before. And this is especially true for men.
Based on a test from the study, researchers found that:
52% of men said they enjoyed watching the ad, versus 24% of women
More than 50% of men liked the women in the ad, versus 14% of the women
Close to 25% of the women disliked the ad for being sexist or erotic
Interestingly enough, the study believes that men enjoy the sex appeal but women tend to follow the story. Based on that, an ad that strikes a balance between the two without seeming sexist or overtly erotic, would be super interesting to follow!
Tl;dr
Men = A Separated Appeal + Humour (Even Dark) + Sexual Imagery
Women = A Connected Appeal + Light-hearted Humour + Storytelling
Now I know these effects may be even more nuanced than I have mentioned, but due to lack of research on the subject I had to restrict myself to binary gender differences. But if you have any insights on the topic, or additional research, I might have missed, please reply to this email and let me know. Would love to read more about it :)
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A Review From A Fellow Marketing Psychologist...
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See you next Thursday,
Abhishek "Music Festival Goer" Shah