TY - JOUR
T1 - Perceptions and realities of male shopping behavior
AU - Otnes, Cele
AU - McGrath, Mary Ann
N1 - Funding Information:
We wish to thank the following graduate students for their assistance in data collection for this project: Kathryn Clow, Irina Glubkova, Abby Gress, Pamela Lowrey, Kirk Manley, Anne Milliman, Jelena Runser-Spanjol, and Anne Stoughton-Underwood. We also thank Louis P. Bucklin and the reviewers of the Journal of Retailing, as well as Julie Ruth, Mark Johnson, and the Marketing Group at the University of Illinois for their insightful comments on this paper. Funding for this project was partially provided by the James Webb Young Fund of the department of Advertising at the University of Illinois at Urbana-Champaign.
Copyright:
Copyright 2005 Elsevier Science B.V., Amsterdam. All rights reserved.
PY - 2001/3
Y1 - 2001/3
N2 - 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.
AB - 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.
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U2 - 10.1016/S0022-4359(00)00047-6
DO - 10.1016/S0022-4359(00)00047-6
M3 - Article
AN - SCOPUS:0038827809
SN - 0022-4359
VL - 77
SP - 111
EP - 137
JO - Journal of Retailing
JF - Journal of Retailing
IS - 1
ER -