http://www.youtube.com/watch?v=yPjHObmgXKI&feature=related
http://www.economist.com/node/12792420
Here's another statistical comparison: Eighty-six percent of women look at price tags when they shop. Only 72 percent of men do. For a man, ignoring the price tag is almost a measure of his virility. As a result, men are far more easily upgraded than are women shoppers. They are also far more suggestible than women — men seem so anxious to get out of the store that they'll say yes to almost anything.
65 percent of male shoppers who tried something on bought it, as opposed to 25 percent of female shoppers.
Or why the conventional wisdom is, sell to the woman, close to the man. Because while the man may not love the experience of shopping, he gets a definite thrill from the experience of paying. It allows him to feel in charge even when he isn't. Stores that sell prom gowns depend on this. Generally, when Dad's along, the girl will get a pricier frock than if just Mom was there with her.
Excerpted from Why We Buy by Paco Underhill Copyright © 1999 by Obat, Inc.
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