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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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Habitual purchases and the importance of being liked

It would be wrong, of course, to suggest that all the purchases women make are weighed up in this exhaustive way. In fact, as women’s lives become busier, the time they have for leisured shopping becomes ever more reduced. Women are now having to fit getting the provisions in into the tiny windows that exist between work, kids, home and play. So for many low-risk, repeat and everyday purchases they, like men, are pretty much in the ‘hit and run’ mode: get into the shop, get the stuff, get out as quickly as possible.

Having said that, there are a couple of points to note which are particular and interesting. First, even though a woman is more or less on autopilot in this situation, she will ...

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