Mężczyźni i kobiety na zakupach. Dyskursywne różnice czy realne podziały?
Men and Women Shopping. Discursive Differences or Real Divisions?

Summary/Abstract: Shopping has undergone the evolution from the simple, ‘technical’ action of buying goods to the creative one, connected with the ‘I’ concept and lifestyle. Owing to the question if sexual differences in consumption are still up-to-date, the considerations are aimed at better understanding of male and female consumption orientations. Basing on the questionnaire surveys carried out among Wroclaw citizens, the author showed that, for instance, men are less enthusiastic about shopping than women and display more practical attitudes. They more often yielded to ‘luxurious’ consumption than ‘imitative’ one. At the same time, this general tendency was less apparent in qualitative interviews indicating that many sexual differences might have been of the more rhetoric than substantial nature. The article is closed by reflexion on the ‘male’ philosophy of shopping. Results may serve as hints for traders interested in attraction and retention of customers – men and women. The article enriches the knowledge about the sexual differences in the contemporary consumer society.

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