The Real Reason Women Shop More Than Men

Bridget Brennan, Contributor, Forbes
Wed, 03/06/2013 - 8:46am

When I tell people that my job is studying women’s shopping patterns, you can’t imagine the jokes I hear.  Most of them revolve around the stereotype that women have an insatiable appetite for shoes, handbags and sparkly things.   Oh, if only it were so simple, I say.  And then I bring down the hammer and tell them the real reason women shop so much.  That’s when the jokes stop and the conversation gets a lot more interesting.

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