This chapter constitutes an attempt to analyze the assumptions of behavioral economics in conjunction with the concept of femvertising as employed within organizational marketing strategy. An advertising message referring to female empowerment was subjected to survey-based research conducted among a sample of Polish women. The chapter aims to address the question of whether women's consumer decisions regarding advertisements based on an empowering representation of women are fully rational, or whether they are instead subject to the cognitive and emotional heuristics identified within the framework of behavioral economics. The theoretical section introduces the concept of femvertising within the context of marketing practice and presents the key constructs of behavioral economics relevant to advertising analysis, namely the representativeness heuristic, the similarity effect, cognitive dissonance, message authenticity, and the phenomenon of woke-washing/purpose-washing. The empirical section presents the findings of the author's original research, which involved the evaluation of an advertisement employing the image of a strong, independent woman. The analysis was focused on respondents' evaluations of the advertisement in question.