Evolved Foraging Psychology Underlies Sex Differences in Shoping Experiences and Behaviors

This study documents that men and women experience and perform consumer shopping differently, and in ways consistent with adaptations to the sexually dimorphic foraging strategies utilized during recent human evolution. There is an abundant literature on sex differences in spatial abilities and object location that follow from the specific navigational strategies associated with hunting and gathering in the ancestral environment. In addition to sex differences in navigational strategies, the unique features of hunting and gathering may have influenced other aspects of foraging psychology that underlie sex differences in modern male and female shopping experiences and behaviors. Scales were developed to assess several aspects of shopping psychology that may be based on sexually differentiated ancestral adaptations. Results generally confirmed the predicted directions of sex differences. Compared to men, women relied more on object oriented navigation strategies and scored higher on skills and behaviors associated with gathering, the degree to which shopping is seen as recreational, the degree to which shopping is a social activity, and the tendency to see new locations as opportunities for shopping. Men scored higher on skills and behaviors thought to be associated with hunting. Most effect sizes were moderate or strong. These results suggest that shopping experiences and behaviors are influenced by sexually divergent adaptations for gathering and hunting.