I came across this amusing post from CNET News.com’s David Carnoy that talks about this wife-acceptance factor (or WAF) idea that marketers are using to empower men to “spend large sums of money on sleek electronic gear without the slightest bit of guilt.” Hmm.

Granted, I’m stirred and amused by a few of the author’s remarks. For example: “And the fairer sex actually does recognize when a product performs a cool function.” (Amazing! Women are capable of recognizing cool things, too! So profound.)

But rather than poke good, healthy fun at this guy’s post (which I certainly could do, considering I’m a gadget and electronic geek, myself — so I totally rock the stereotype), but for our purposes at Forward, I’d rather stick to the marketing strategy at play here.

It seems like a good move, I have to admit. The marketers have identified an apparent obstacle — and I say “apparent” because I’m currently not aware of any scientific data to back up this claim that women present a barrier in the electronic purchases of their significant others. Although, I suspect that that assertion is fairly accurate and applies to situations beyond the realm of electronics.

But I digress.

My point is that one function of marketers and/or communicators is to 1) identify potential or existing barriers that consumers may encounter that could prevent a purchase, and 2) create a strategy to overcome that obstacle. And that is precisely what they’re doing: “market electronics directly to women as they wink at men.”

But think about it … if a fella combines his love of electronics with his lady’s knack for bargain shopping — he could triple his take-home value and everybody’s happy!

Side note: If you click through to the slideshow of products that relate to this WAF post, some of the descriptions are hilarious!! Especially to an electronics addict like myself. Oh, if only I could afford them all … (Continuation of my tangential side note here.)

(Photo credit: CNET)

Technorati Tags: CNET, electronics, gadgets, WAF, wife-acceptance factor, marketing, gender marketing

Share This: Email or bookmark the post