What is WAF? Any male that has been in any serious relationship, or has had any experience the “significant other” has experienced this. WAF is the Wife Approval Factor and it is more prevalent than many may think. As a male myself, I never consciously knew how much this affects my life, until I heard about this phenomenon on the radio. Sure, I have had my girl say “that’s not cute” or just give me that a disgusted looked when I find something that any male would find appealing, but I never though anything of it. I just remember the other day, I asked my girl, “what color do you think I should paint my room” even though I knew what I wanted to do. It could be anything from that cool new gadget, or that cool new piece of home theater, or even that new car you have been eyeing.
On larger retail level, Charles Hodges, director of consumer relations at RadioShack said, “We’ve made our displays more colorful and have placed headers above them to direct people to specific …we also changed our floor spacing, hired more women, and became an authorized Apple product retailer at the end of 2005.”
Even when I worked at Best Buy, there was a consumer segment called “Jill.” The Consumer Electronic Association found that women influence about 88%of home consumer electronic purchases and nearly 50% of the spending in the household. This “Jill” segment represented the average suburban soccer mom who hates to shop at Best Buy because they are most likely with their loud and bratty children. The way Best Buy catered to this segment was to include personal shopping assistants and day cares in some stores to help her shop.
The “Wife Approval Factor,” how has it affected your life?
October 26, 2006 at 6:47 pm
My wife owns me. Period.
October 26, 2006 at 7:09 pm
she has been…and will be forever now!