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 m
ale shopping behavior is rooted in studies of gender roles in the United St
ates. We argue that men who shop have achieved gender role transcendence, a
nd have found ways to satisfy an ethic of achievement in the marketplace. (
C) 2001 by New York University. All rights reserved.