Mister Myths - Deakin University

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Figure 5: Does male shopping need a brand makeover? <strong>Mister</strong> Myth #3: men hate shopping with their partners As discussed, men are commonly perceived to be reluctant shopping companions, following their partners around on shopping trips against their will and desperate to escape. Surely not? After all, this is quality time spent with your significant other. This myth has its origins once again in the mission shopper vs. leisure shopper / Hunter-Gather divide. Men are efficient shoppers, who centre on their goal and go for it. Men are less concerned about securing the lowest price and more concerned about speed of transaction. For men, extended shopping exercises can imply indecision, hesitancy and time wasting. Making a quick choice is preferable to considering every facet of the optimal choice. Men don’t need to see it again. They don’t need to try it on again. They don’t need to make sure. Therefore men believe they can shop more quickly than women, and are frustrated by what they perceive as 11
an unnecessarily prolonged shopping trip. Consider this description of shopping with a partner from a male US blogger: “Recently, I went with my wife to the grocery store. I had planned to go by myself, but she suggested that she and our son tag along. Yeah, our lives are so boring that shopping is a big event. Chalk that up to having a) a toddler and b) no money. So my quick trip to pick up some groceries was now a family event. Rather than walking down the aisles at a quick clip, grabbing only what we need, we were meandering at a leisurely pace, like tourists taking in the beauty of Prague. The simple task of picking out a can of soup became an investigation into the ingredients on each can, a comparative breakdown of the price per ounce and a methodical consideration of what the prices were at other stores. My wife is looking at products as if she’d never been in a grocery store before. It’s soup. You either know what you want or you don’t!” Source: www.bloggerdad.com. [11] In addition, a review of popular forums discussing the causes of relationship problems and marriage breakdowns reveals that money and financial problems frequently appear at the top of the list. What causes money problems for most couples? Overspending, poor budgeting and undisciplined credit card usage. With many households reportedly experiencing financial strain post GFC, spending and shopping habits can be a sensitive subject. For these reasons, this Myth is perhaps more substantiated. Divorce rates are reaching alarming heights in many countries. In the US, nearly 50% of marriages end in divorce. In Australia and Japan it is reported at 30% and in Singapore 10%. As identified, money and spending are key reasons why relationships break down. Men may not hate shopping with their partners because of the Hunter-Gather role - they may just simply not like spending time with them in an activity which may actually generate relationship tensions and stresses rather than relieve them. Anyway, for the 60% of men who are reported to have had affairs, letting your partner go to the shops by herself gives you at least an hour of free time. 12
Page 1 and 2: Men and shopping Part 1: Exploring
Page 3 and 4: About the author Steve Ogden-Barnes
Page 5 and 6: hundred and eighty different types
Page 7 and 8: Figure 2: A typical male shopper si
Page 9 and 10: Gay men like to shop it seems. In t
Page 11: This theory has also attracted sign
Page 15 and 16: eturn half the amount of clothes th
Page 17 and 18: Myth-busted? As highlighted, there
Page 19 and 20: References 1. Shopping makes men im
Page 21: Contact Steve Ogden-Barnes Retail I

Mister Myths - Deakin University

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