Perceptions and realities of male shopping behavior

While shopping by men is on the rise, perceptions of male shopping behavior, as well as how men actually shop, remain underexplored, We first describe three common stereotypes of male shopping behavior: "Grab and Go," "Whine and Wait," and "Fear of the Feminine." We then demonstrate how actual male shopping behavior belies these stereotypes. For example, men often evaluate alternatives, bargain, and even shop in "feminine" stores. Our theory of male shopping behavior is rooted in studies of gender roles in the United States. We argue that men who shop have achieved gender role transcendence, and have found ways to satisfy an ethic of achievement in the marketplace. (C) 2001 by New York University. All rights reserved.