Women Want a Story

Here’s a fascinating article from iMedia Connection on what motivates men and women to purchase things.  The whole thing’s worth a read, but what jumped out to me were these paragraphs that discuss how others’ purchasing decisions impact men and women differently: 

Men are willing to make a purchase once it has been demonstrated that someone else was successful with the same purchase; kind of a, “that worked for Joe, so it’ll probably work for me” mentality.

Women posit things differently. It’s good to know if something worked for Sally; it’s better to know what Sally’s motivations were for her purchase. Success in itself isn’t meaningful unless the conditions leading to success are the same. (So much for women not being cut out for the sciences!) This can be thought of as, “it may have worked for Sally, but Sally bought it for reason A and I’m interested in reason B, so the same purchase might not work for me.”

If you have testimonials on your site, and want both men and women to be impressed, this is important stuff.

3 Responses to Women Want a Story
  1. Lip-Sticking
    September 26, 2006 | 7:17 pm

    Wedding Countdown – Day 3

    Contrary to popular opinion, blogging doesn’t take up my whole life. It takes up a fair amount because I blog professionally, but there are other events in my life that take precedence over blogging. One of them is my daughter’s up-coming wedding. The …

  2. Joseph Carrabis
    November 12, 2006 | 4:31 pm

    Thanks for your mention of my article here. It means a lot that people are interested in my research.
    So far we’ve received quite a bit of feedback on that article, much of which requests we do release some more of our gender based data. If there are particular questions you or your readers have, please feel free to contact me or NextStage Evolution with your thoughts and suggestions. We’ll do our best to get the information out there if it’s in our files.
    Thanks again. – Joseph

  3. Joseph Carrabis
    November 14, 2006 | 6:38 am

    If your readers are interested, I’ve posted some more of NextStage’s research on my blog. Sometimes it takes me a bit to figure out what interests people (in our data) because I tend to go off on my own tangents of interest fairly often. Do let me know if this is useful, and thanks. – Joseph

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