Uploaded April 2016 | Updated September 2026, 2 weeks ago

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If you want to find out what people want / prefer, don’t ask them; more often than not, they will give you the wrong answer either i) so as to look nice – PC etc., or ii) because they themselves don’t know. It is best to use indirect means. For example: what do these people buy? When it comes to W, many of them buy romantic fiction (it’s a huge industry). So what do the heroes look like in Mills & Boon romances? Here is Dr Gaddam to give us some answers.
[NB: Some decades ago (during the 70s – 80s) people thought that W liked these guys because of the way they had been brought up, the prevalence of patriarchal norms etc. So writers experimented with ‘New Age’ heroes – ones who were gentle, sensitive and clearly in touch with their emotional side. The experiment was a complete failure. It turns out that while many W would happily marry Ross Geller (of ‘Friends’ fame) people like him do not feature in their fantasies… When it comes to the M that W like to fantasise about (on average), study after study has shown that they share one key trait; they are all ‘Dominant’.]

[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes].