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Women Consider Friends’ Opinions the Most ‘Trusted Advertising’

Whether shopping for food, vacations or window treatments

It seems word-of-mouth means a lot when you are trying to separate a woman from her money. A Ladies' Home Journal study found that female shoppers value peer opinions over any kind of paid placement—and the vast majority of those surveyed said the experience of someone they knew directly led to a purchase decision.

Illustration: Carlos Monteiro

 

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