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... ender groups, mixed gender groups, and couples. The findings of single men were on target with the stereo typing that we have become so used to. The men typically were in and out of the store in 10 minutes, they very rarely asked for help, they knew what they wanted, and almost always went home with an action movie.
On my first day of investigation the first customer I observed was a man who came in right when the store opened. He proceeded to the action section without even stopping on the way. He returned to the counter with two movies within two minutes of walking in the store. He asked how the worker? s day was going and briskly left when the transaction was completed. On the other hand, it was during my second investigation that I experienced the big difference between men and women in a video store.
It was late around 11 pm when a woman in her early 30? s came in. She approached the counter Hayes 7 immediately without even looking around. She asked one of the workers? Has anything good come in lately? ? The worker listed off some new movies but the lady was indecisive and asked to use the phone so she could call home to see what she should get.
After using the phone the lady was in the store approximately 20 more minutes. Almost all of the women that came in engaged the workers either right away or during their shopping experience. On average they were in the store for 15 - 25 minutes at a time. It was fascinating to see the similarities between the same gender groups that came in. The all male groups had a similar pattern of how they shopped, as did the all female groups. The male groups typically had 3 - 5 guys and as soon as they walked in the door they split up.
One would go to the new release section to pick out a movie, another would go straight to the video games (even though it was obvious they were there to pick out a movie), and the other would go to the magazines or elsewhere. These groups had no qualms about yelling to each other across the store. There was always one in the group who focused on getting the movie and this same person was also the one who paid for Hayes 8 the movie. More often than not the others in the group would have no money and balances on their account. I witnessed one particular group during the fourth investigation that fit every aspect of this generalization. Four guys walked in and immediately split up.
Two of them went to the new release section, one of them went to the video game area, and the other poked around until he ended up in front of the magazine rack. The two guys on looking for a movie shouted out titles to the other two with responses like? That movie sucked? or? I already saw it. ?
The other male groups observed were not far from this initial group of men. The all female groups observed were in direct contrast to the male groups. The women never separated, there was a steady chatter among the group while looking for a movie, and when they approached the counter there was always a slight disagreement on who wanted to pay. The first female group I observed were mid 30? s and on their lunch break. They all came in dressed in business attire around 12: 30 pm.
They were all very lively and chatted while they looked around. They were very intent on choosing a movie that all Hayes 9 of them wanted to see but one that none of them had already seen. They always chose some sort of romantic or drama movie. When they approached the checkout counter they were all very adamant that they were going to pay. Money would be thrown or shoved back and forth into hands with one of the women reluctantly always giving in. The mixed gender groups had the most surprising of results.
In every split gender group that came in there typically was a female who was the self-appointed leader of the group. She was normally quite loud and boisterous. She would lead the way, initiate the picking of movies, decide when it was time to leave, and never pay. There was only a half dozen of these types of groups to observe but the findings were consistent with the above. There were some exceptions to the general findings of the couples that were observed but most were the same.
Couples either came in happy or from their actions, visibly did not want to be there. The man almost always paid for the movie while he usually picked out the movie but not without a struggle from the woman. Typically a man and woman would check out the new release section and the man would find a Hayes 10 movie almost immediately that he would want. The woman would want to continue looking just to make sure they didn? t miss a better movie. She would show the man different cover boxes of other interesting movies all the while the man would be clutching on to the original movie he picked out.
Nine times out of ten the couple would walk out with the original movie picked out by the man. The woman however would seek an unspoken revenge by adding multiple items at the checkout or asking for a certain stuffed animal off of the Disney cart. The woman would always do this petulantly with an unspoken threat that she gave into the movie now he must in turn fork over the money for what she wants. The findings reported in this section came of no surprise to me because as stated in the introduction, it is a universal belief that men and women differ in many ways in everything they do.
Discussion From the results we see that men and women do differ significantly in the way they shop for videos. They not only differ in the videos that they watch but also the Hayes 111 process in the way they choose movies. The differences we see our not specific just to this situation. We see these same differences in almost all settings that we observe. Why we see these differences is what this paper just begins to touch on.
What makes almost every woman pick out the same type of movie and what makes her spend a significant amount of time in the store? In contrast, what makes men want typically only action movies and what makes them spend ten minutes or less in the store? The findings of the research confirm that there are gender differences but where and when these gender differences begin is the question?
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