Imagine you and your romantic partner are purchasing a new car together. You both prioritize safety and fuel efficiency, and you’ve identified 3 cars that you mutually like. The first car is extremely fuel-efficient. The second has superior safety ratings. And the third car is in the middle – it scores reasonably on both factors. Which are you most likely to buy – the car that dominates in one desirable category or the middle-of-the-road option?
A recent study1 indicates that your choice of car (and other things) likely depends on whether one of the decision makers in the couple is female.