IF WE KNOW what makes our customers tick, we can offer them solutions that will appeal to their innermost motivations. Sometimes we need to look beyond the obvious—for example, few men buy aftershave, and few women buy sexy underwear. In the case of aftershave, most of it is bought by women to give as a gift to their husbands or boyfriends, and sexy underwear is bought by men to give to wives and girlfriends. This is part of the fantasy of what we would like our partners to be—less smelly, and more sexy.
Likewise, most men (left to their own devices) probably would not buy deodorant. Deodorant ...
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