Survival of the fittest: Women win the hunter/gatherer shopping war

01 September 2005
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Brunel University study explains: We can’t escape evolution: men hunt, women gather, even on the high street; Women are better shoppers – saving an average of 10% over men Shopping makes you happy - it really is ‘retail therapy’

When it comes to shopping, we still revert to traditional evolutionary roles developed in the African Savannah following the Ice Age, according to researchers at Brunel University, in West London.

According a theory developed by Dr Charles Dennis and Dr Tamira King, ‘the Savannah Hypothesis of Shopping’, the evolutionary roles of men being hunters and women being gatherers can still be clearly seen – on the high street.

What’s more, the ‘gathering’ approach to shopping adopted by women brings greater rewards: women are better shoppers – not only do they enjoy shopping, they are creative and effective shoppers, saving an average of 10 per cent over men.

The Savannah Hypothesis of Shopping, developed by Dr Dennis and Dr King, of the Brunel Business School, refers to the semi-arid savannah areas that appeared after the last Ice Age. 

In this harsh environment, our ancestors survived by developing effective and highly compatible gender roles: females carried babies, were based around the camp, gathered food and managed resources, while the males’ chief  role was hunting.  These traits persist to this day.

The Thrill of the Kill

“We have been hunter-gatherers for millions of years – 98 per cent of mankind’s evolutionary lifespan,” commented Dr Dennis.  “Given this, it’s hardly surprising that we haven’t changed: we’ve simply adapted that behaviour to suit our new environments.”

He added: “Female ‘gathering’ involves searching, comparing alternatives, finding the best value and taking pride in shopping. Shopping is seen as a satisfying activity in itself.

“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[i].”

About the research

To test this hypothesis the Brunel researchers asked a group of retail experts worldwide to describe shopping differences in their own countries, receiving responses from 14 different countries[ii].

Dr King explained: “Although there are differences in shopping styles between national cultures, the differences between males and females are reasonably consistent across them, reflecting these ‘hunter-gatherer’ roles.

“This research has some serious ramifications. Firstly, we found that pleasure is one of the most important aspects of shopping – it really is ‘retail therapy’. We need to undertake more research to fully understand this – and for retailers to exploit this.

“Secondly, for some time now, retailers have been seeking to understand the reason behind the gender difference when shopping - why so many men hate shopping.  This research tells them that the difference is not cultural and so is unlikely to ‘fade’ over time.

“If retailers are to increase sales among men, we need more research to fully understand what will entice men away from the ‘smash and grab’ raids of the Savannah and towards a browsing culture of the High Street.” 

 

-Ends-

Notes to Editors

Lucy Fielden/Vanessa Green

Fuse PR

Tel: 0208 752 3205 / 0208 752 3215

Email: lucy@fusepr.com  / vanessa@fusepr.com