In The Utne Reader, January/February 1992

From American Demographics, Nov. 1991

Psychographic marketing techniques helped Raid roach spray marketers discover that the reason low-income Southern women were the heaviest users of roach spray was that "a lot of their feelings about the roach were very similar to the feelings that they had about the men in their lives," said the advertising executive on the account. They said the roach, like the man in their life, "only comes around when he wants food." The act of spraying roaches and seeing them die was satisfying to this frustrated, powerless group.

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