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| Author: | Otnes, C. McGrath, M. A. |
| Title: | Perceptions and realities of male shopping behavior |
| Journal: | Journal of Retailing
2001 : SPRING, VOL. 77:1, p. 111-137 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMERS PERCEPTION SHOPPING |
| Language: | eng |
| Abstract: | While shopping by men is on the rise, perceptions of male shopping behavior, as well as how men actually shop, remain underexplored. The authors first describe three common stereotypes of male shopping behavior: "Grab and Go," "Whine and Wait," and "Fear of the Feminine." The authors then demonstrate how actual male shopping behavior belies these stereotypes. For example, men often evaluate alternatives, bargain, and even shop in "feminine" stores. The authors' theory of male shopping behavior is rooted in studies of gender roles in the United States. The authors argue that men who shop have achieved gender role transcendence, and have found ways to satisfy an ethic of achievement in the marketplace. |
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