Marketing Ice Cream To Women: 5 Observations

1. It is an emotional purchase - guilt, depression, self-soothing. Guilty so an impulse buy.

2. Environment of consumption - social if virtuous (frozen yogurt), isolated if not (e.g. hiding in the car eating a sundae).

3. Toppings are an important part of the experience. It feels like reward and is similar to wanting icing and sprinkles on cake, etc. Or even salad toppings.

4. Small but heaping portions are preferred to big tubs, which are associated with being fat.

5. There is actually a preference to pay more not less as a sign that you're getting "premium" (calories for the money).

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.