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...