You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, and 46 Other Ways You're Deluding Yourself

by David McRaney

Men are easy to manipulate thanks to having fewer metrics by which they judge potential mates, and thus advertising has long been preying on their tendencies. Women will buy products in an attempt to become the impossible goal. Men will buy products in an attempt to mate with the impossible goal.