CHAPTER 1 - University of Exeter

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Chapter 1 - Introduction
Sex differences literature
Reviewing all of the sex differences literature would go far beyond the scope
of this thesis. However, since this project aims to examine and challenge the
gendered nature of shopping a short discussion of some aspects of the sex differences
literature is necessary. A large body of research exists, which covers the sex
differences literature in great depth. The most important finding of this body of
research leads to the conclusion that sex differences can be more or less pronounced
depending on circumstances. If a situation makes gender more salient then the gender
difference will be more pronounced. For example a study on shopping for make-up
or other beauty products might make gender much more salient than asking
participants about shopping in general. This is also the reason the shopping situations
in this programme of research were kept as general as possible. The degree to which
gender is important in any particular situation will also dictate how much men and
women will participate in gender related behaviours (Palan, 2001).
There are several other arguments that are often posed about the differences
between boys and girls. One of the most recurring ones is that girls are raised to be
more sociable than boys (see Shaw, 1974 for example), and therefore researchers
might have drawn conclusions such that women tend to enjoy things where they can
get a lot of personal contact with other people, whilst men tend to not enjoy such
activities. Considering the research discussed above, shopping can definitely be seen
as such an activity. Although, it is often overlooked that men do engage in a lot of
activities that involve personal contact and socialising with other people as well,
going to the pub for a pint with friends, or playing sports.