The general consensus in our world is the woman is the more humble and modest sex. For many women, their qualities have to be reassured often for them to believe in themselves and other. One of Packard's needs targets this concept in the form of the need for reassurance of worth. Unlike men, the egos of women do not necessarily need to be confirmed, rather their sense of acceptability within the world. Persuaders achieve this by using the need for reassurance of worth.
Women tend to have more of a demand to feel valued in a group.
Advertisers are aware of this need and target it accordingly. I learned a lot from this analysis of hair care products. First of all, the fact that these psychological needs are pursued in ads was a shock to me. When you just flip open and magazine and see specific ads, you are not usually aware of what the persuader is targeting. That is not the issue.