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When Shopping is not Shopping

June 24, 2009 by mcole

A typical and yet interesting reality is that most women enjoy shopping and most men do not. As one interested in human behavior this is a fascinating finding worthy of some curiosity. The explanation of the differences between the two genders regarding shopping might be found in a basic understanding of the human brain.

Shopping for a male brain is defined as going into a store or mall, selecting the item to be purchased, and getting out of the store as fast as possible. This behavior is task-based, something to be confronted and completed. The male brain operates primarily within the dominant hemisphere, a side of the brain that is task based.

Shopping for a female brain is both task based and process based. For example, a female can do the same thing a male does while shopping by getting the item and getting out. However, upon entering the doors of the mall, the female brain hears music in the background, smells cinnamon rolls baking in the distance, and appreciates the wonderful different colors and textures of the products throughout the store. This is the non-dominant side of the female brain functioning, something that is foreign to the male brain within the shopping mall.

It can be fun to watch the female and male brain try to work together as “shopping” behavior occurs together. Have you ever seen an otherwise happy couple get frustrated with each other in the mall? Perhaps a little understanding of the how and why behind the gender differences can help to make the next shopping trip a good one.
Dr. Paul Nussbaum