WHEN our hairy caveman ancestors were sitting around the fire roasting the spoils of that day's hunt, little did they know their behaviour would impact on their descendants' choice of heels and handbags.
Yet the gender roles they followed - women as food gatherers who looked after the children and stores and men as hunters - has directly influenced the way we shop today.
According to new research, we've simply adapted the human race's prehistoric roles to suit the modern environment.
"Female 'gathering' involves searching, comparing alternatives, finding the best value and taking pride in shopping. Shopping is seen as a satisfying activity in itself," explains Dr Charles Dennis, of Brunel University, who carried out the study.
"Men, on the other hand, see shopping as a mission, going straight for what they want in a purposeful way. The focus is on speed, often achieved by going for familiar brands or stores.
"Men's emotional response to shopping comes at the 'kill' - the moment of purchase, when their heart rate actually quickens."
Their shopping habits particularly come into their own when the sales start. They are unlikely to be distracted from what they have gone out to buy, returning home with a bag full of clothes they hope they will fit into after the New Year detox.
Brass BangleMen are also most likely to shop around, comparing prices in various stores before handing over their credit cards.
Marvin Mills, who works in designer boutique Cricket, has first- hand experience of men's shopping methods.
He advises the Cavern Walks store's clientele of footballers and fashion followers on the best buys.
Marvin, 37, believes men have a clearer idea of what they want to purchase than women do.
"They often know what item of clothing they are looking for but lads shop for outfits rather than for items," he says.
"Lads wouldn't just come in and spot something they liked and buy it. They might come in and see a jumper but they would be looking for one to go with a pair of jeans and shoes, they'd be thinking of the whole outfit."
Men are also more practical in their choices, he adds.
replica breitling "No matter how cheap you make something, if it's from last season, girls don't want to know."
Stephen Bradshaw is a rare specimen - a man who confesses to enjoying a bit of retail therapy.
"I love going shopping. Whenever I have got some spare money, I end up going out and spending it.
"I particularly love going clothes shopping. I love walking around the stores and looking for the different bargains I can get," he admits.
Stephen, 25, assistant restaurant manager at the Pan American Club in Liverpool's Albert Dock, uses the walk through the shopping district on his way into work to look for items he likes and spends time considering them before getting out his wallet.
He also compares prices in different stores.
"If there is something I really want, then I hunt it down. I have limits to how much I can spend on a certain item and I stick to it," says Stephen, who admits to coveting Prada shoes.
Although we women should be learning from they way men shop to ensure we do
Other articles:
http://blog.cctime.com/?uid-84952-action-viewspace-itemid-30653
http://www.fydvb.com/Blog/View/?566
