By Jacquelyn Smith
Men and women don't often see eye to eye, except for this: What brand do they mutually desire most? Southwest Airlines. That's according to a recent study conducted exclusively for Forbes.
According to the second-annual study just released by Buyology, a strategic neuromarketing firm, and uSamp, a provider of technology and survey respondents used to obtain consumer and business insights, women and men have the strongest affinity for the low-cost airline among all major brands.
"The brands at the top of the Most Desired report have the strongest ties with the consumers we measured, and therefore, they have the ability to be more effective and efficient than their competitors," says Gary Singer, Buyology's chief executive and founding partner.
The study looked at men's and women's relationships with many of the nation's biggest brands. By examining the strength and types of those relationships on both a conscious and nonconscious level, using the tools of neuromarketing, Buyology found that men and women are generally drawn to different kinds of brands, and for different reasons. However, this year they agreed on a few winners.
The Dallas-based airline Southwest earns the coveted top spot largely because of what they represent: accessible, affordable memories.