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Men 'more emotional' when buying cars
12 August 2008
Men may think they are the world's more rational sex, but new research reveals that when it comes to buying a car men's hearts rule their heads.
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A study by global information services company Experian revealed that buying a car can be an extremely emotive experience for men.
Meanwhile, women – often judged to be the more emotional gender – are more likely to be rational and get their calculators out before signing on the dotted line for a new motor.
The study found that the running costs, price, ability to finance the purchase and tax bracket were higher in women's list of criteria than men's.
Men were also found to be more likely to go on a brand reputation and how the car would improve their personal image.
Kirk Fletcher, managing director of Experian's automotive division, said: "Men are just as vulnerable if they are more inclined to base their decisions on what the car means to them.
"Buying a car can be an emotional process, especially if the car buyer has gone through a lot just to find the right one."
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