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Article: More women like women than men like men.(The Fairer Sex)
- Article from:
- Marketing to Women: Addressing Women and Women's Sensibilities
- Article date:
- February 1, 2005
CopyrightCOPYRIGHT 2005 EPM Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Women like women more than men like men, despite men's preferred status in society, according to researchers at Rutgers and Purdue universities. Women's preference for women is 4.5 times stronger than men's preference for men; men are in fact neutral, liking women and men equally well.
The researchers tested several possible explanations for this difference, which flies in the face of typical social tendencies for culturally preferred groups (including Whites, Christians, slim, rich) to strongly favor members of their own groups. They found that several factors appear to affect women's and men's gender preferences.
* Mothers are more likely to be the ...