Diana Jaffé: “We need to be aware that there are different types of purchasing motivation for what appears to be the same product.”

Male or female products: computers are very masculine, laptops are much more feminine.  Photo: MacBook OP90 Tilt Gld-PRINT. © Apple.

Male or female products: computers are very masculine, laptops are much more feminine. Photo: MacBook OP90 Tilt Gld-PRINT. © Apple.

You will never be able to sell a man a technical device with pink details in a packaging unit with rounded edges. This simply contradicts the way men see themselves.

You will never be able to sell a man a technical device with pink details in a packaging unit with rounded edges. This simply contradicts the way men see themselves. Photo: iPadAir2-3up Lockscreen PRINT. © Apple.

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