As we saw earlier, men and women both critical roles to play as consumers and decision-makers. In the US, women control over 50 per cent of the available wealth (Johnson and Learned, 2004, 8), spend more than two trillion dollars a year (ibid. vii) and account for 51 per cent of purchasing managers (ibid. 9). In the UK, they are responsible for greatly in excess of 50 per cent of purchases of grocery items, furniture, books, health and beauty products and new cars (Moss 1999). Men, by contrast, have a dominant role in the purchase of petrol, computers and large electrical goods. Yet, despite the major influence that men and women both have on purchasing, the issue of how products should best be framed for markets of men and women has to a great extent been overlooked. This book fills the gap by presenting much of the evidence currently available and it is hoped that this will offer new insights to design and marketing managers as well as stimulate new research.