Men and women desire different brands but it’s not exactly sports cars vs. make up. Women most desire Johnson & Johnson, and men…Crest! And they desire brands for different reasons. Neuromarketing research looks in-depth at consumer motivations. They’ve found four key primers or “neurotypes”—awe, superiority, harmony and exploration—that drive most brand decisions. It’s important to understand your core target audience, especially gender, as brand perceptions, desires and motivations are very different. Even without advanced neuromarketing research, consider which of the four neurotypes likely apply to your brand and product.
Forbes, 2/2/2011
