As we think about the differences as a function of male or female gender on consumer behavior in practice or what ____ do, we do find a number of different effects. For example, one of the things that we find is that, on average, women will spend more time examining an ____ or reading the ____ of an ad. One possibility is that women in most households are responsible for the ____ of, let's say, 80% of the items in the household. Not all households, not all products, but we do see that, by and large, even in modern times, that women are doing a lot of the household ____ for a family. It may just be that they're in the habit of thinking a lot about these ____ because they do them quite often and they're thinking in more ____. What we find is that men tend to use more ____ cues, meaning they'll use little shortcuts to figure out if something is a good deal or not. In one piece of research that we published a couple of years back now, we found that the color of ____ information impacted men's judgments, but not women's ____. Again, if you think about that ad____ and in this instance, I think our prices were right ____ the product. We either featured that price in black or we featured it in red. The individuals were looking at toaster ovens and microwaves, and they were seeing a ____ of nine different products with their price information and a little description of the product. What we found was that when we showed those ads and we showed it with prices in red, we found that men would ____ the retailer overall as offering better prices, that this is a retailer that offers good ____. We didn't find any effect for men when the prices were in black, and we found no effect whatsoever for women. So women, it didn't matter if the ____ were in red or in black, they showed no effect. Some of the follow-up research that we did as part of that, one of the things we did is we looked at the ability of ____ to remember the price that was listed. So we did that a couple of different ways, and one of the ways we did that was we said, so one of the items that you saw was an Emerson microwave. Can you tell us what price that Emerson microwave was? What we found was that everybody gets it ____ because nobody can remember the price in an ad, but men got it more wrong than their female counterparts, that women got ____ to guessing the price of that product than men did. And so it suggested that women spent a little more time looking at the ad and what we call ____ or sort of committing the price information to long-term memory more so than men did, and as a result they were better able to ____ that price than men were.

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