Shopping problems
Why do people lose their tempers
so often when they are out at the shops? Julia Kandinsky went
to find out.
As you wander round the store doing
your weekly shopping, you may not feel self-conscious, but there
is almost certainly somebody watching you, usually on closed circuit
television, and usually to catch thieves. Last week, the observer
might have been me, as I joined psychologist Dr Mike Edwards for
a day to watch customers over closed circuit television at a branch
of SuperCarry MegaStores. 1.___
Dr Edwards is employed by SuperCarry
MegaStores on a research project to find out why men and women
do not get on with each other when shopping. 2.
___ Marital quarrels are one of the main reasons why customers
leave shops feeling unhappy, and one of the circumstances which
stores have least control over.
The biggest problem, according
to Mike Edwards, is to provide what he calls compatible shopping
for both the husband and the wife. Apparently as many as fifty
percent of Saturday morning shopping trips end up in quarrels
between husbands and their wives. 3.__
I watched, horrified, as men shouted at women, women burst into
tears, children were slapped, men walked off in fury, and all
this in a public place where people supposedly come to have a
good time.
"Unfortunately," says
Dr Edwards, "when men and women go shopping they are interested
in different things, and they have different objectives. Women
are more interested in clothes. 4. ___
Men, on the other hand, like to hurry through the routine shopping,
and get to the machines and gadgets which interest them."
Where women see shopping as an outing, men see it more as a chore.
We spent an hour focused on the
women's clothing section of the store. "A typical quarrel
here is where the woman is trying on a piece of clothing, and
she says to her husband: "Doesn't this make me look fat?"
and he answers: "Yes, it does."
5. __ Many women hesitate a lot over what clothes to buy,
but if they go with their husbands, the chances are they won't
buy any."
The problem, apparently, is that
when women take their husbands on an expedition shopping for clothes,
the clothes are not the most important thing. 6.__
The partner often does not realise this, and when the admiration
is not forthcoming, there are often fireworks. Mike Edward's job
is to come up with ways in which to avoid shopping conflicts,
so that customers will part with their money happily, instead
of leaving the shop in a huff.
"Men often feel that they
could be doing something more interesting than shopping, and they
say so." says Dr Edwards, "7.__
They start the shopping trip by deliberately driving badly, so
as to cause a bad atmosphere. When you think that this is Britain's
number one leisure activity, it makes you wonder how people enjoy
other areas of their free time.
And the solution? According to
Dr Edwards, shops have to pay careful attention to design and
layout. 8. __ "In this way,
we can make each member of the family feel that there's something
in it for them, and they won't therefore stir up unnecessary arguments.
If the wife is allowed to quietly buy herself a new dress, the
husband will feel able to reward himself with a new computer game
or garden tool."