Marketing

Articles on marketing.

Baby, You Can’t Drive My Car: Why does the auto industry get women so wrong?

Baby, You Can’t Drive My Car: Why does the auto industry get women so wrong?

Originally Published: Slate • March 19, 2013 

Clotaire Rapaille, a French-born psychiatrist-turned-marketer, has a theory about what women want in cars. In focus groups, Rapaille uses Jungian psychoanalysis to probe consumers until they reveal the unconscious “archetypes” that supposedly reside in their “reptilian” brains, steering them toward certain purchases. Read more...
Is Diet Soda Girly? Marketing companies take on gender contamination, the idea that when women flock to a product, men flee

Is Diet Soda Girly? Marketing companies take on gender contamination, the idea that when women flock to a product, men flee

Originally Published: Slate • August 13, 2013 

Marketers, as well as anyone who’s been to a Toys R Us in the last 10 years, are well aware that a common way to goose sales is to split a market by gender. Read more...

Why Women Should Buy Cars Online: How virtual negotiations reverse biasPhoto by Jeff Carson

Why Women Should Buy Cars Online: How virtual negotiations reverse bias

Originally Published: Slate • August 5, 2013 

When I wrote in March about the ways the auto industry still fails to understand women—especially at car dealerships—I didn’t realize that a few months later I’d actually be buying a new car myself.

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