Buy-ology, by Martin Lindstrom, is a 2008 book about advertising based on experiments with brain scans to identify how people really react to advertising stimuli. I generally recommend that people read a couple of books about advertising just to be aware of how we are constantly being manipulated by well-backed highly researched advertising tricks that, most of the time, work beneath the level of consciousness.

For example, have you ever noticed how common it is for bakeries/doughnut stores to be positioned just in front of supermarkets in shopping malls? The idea is that the smell of baking will cause shoppers to buy more food after entering the supermarket. This has partly been replaced by the use of aerosols to create the same effect without the investment.

However, it's worth reading a short piece from page 191:

"Now, enter girlfriends and wives. Who do you think is buying most men their underwear?, You guessed. In fact, I would estimate that more than three-quarters of all pairs of male underwear are bought by women for men-a phenomenon known as the Gillette Strategy (referring to the widespread assumption that 90 percent of all Gillette shavers are bought by women for the men in their lives.)

And there lies the clue as to why Gillette should think that an anti-male advert should be successful in pushing a product for men. And there lies a big part of the solution for men in general: DO NOT LET YOUR PARTNER BUY YOUR STUFF FOR YOU. You make the choice. After all, as Warren Farrell said "The power of money is in its spending, not in its earning."