It’S About Time: Sex Differences in Estimating Time For Shopping in Five Contexts

Elaine MacNeil, Cape Breton University, Canada
Peter MacIntyre, Cape Breton University, Canada
This research explores sex differences in time allocation and time estimation when consumers think about shopping for products in five different contexts: shopping for a gift, a pair of jeans, a computer, a leisure product, and a list of food staples. We found women reliably allocated more time for shopping for a computer, jeans, and a gift. Sex differences also emerged in the method used to estimate the time it would take to shop for a gift and a leisure product. This research contributes to understanding the role that time pressure plays in sex differences in shopping enjoyment.
[ to cite ]:
Elaine MacNeil and Peter MacIntyre (2007) ,"It’S About Time: Sex Differences in Estimating Time For Shopping in Five Contexts", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 412-415.