If you want women to respond to marketing messages, consider some basic biology. Women’s brains have quadruple the connections between right and left hemispheres compared to their male counterparts. This means intuition and emotion play a much larger role in decision making. They don’t ignore logic and reason, but they blend the rational and the emotional in their evaluation of the choices available to them. A company that makes women feel valued AND offers them value will win them as customers every time.