Men fear getting told off by partners for going shopping...
Finding from the Retail Guilt Report show that the ways in which men and women think and approach shopping is becoming increasingly similar.
Quidco, the online discount site, who commissioned the report suggests that as a result of increased inflation, fear of losing your job and paying household debts mean more men feel guilty when they go shopping.
The feelings of guilt associated with shopping are usually felt by women and staggeringly, one in five men even admitted to telling lies about how much something cost so as to avoid arguments or a telling off.
Dr. Aaron Balick, Psychotherapist and Psychological Consultant comments: "'Consumer guilt' is related to impulse buying, hedonistic buying (pleasurable experiences from buying a product), shopper’s desire, and "indulging:" Particularly when the shopper senses a failure of self control.
"Shopping is always a battle of an individual’s "wants" and "shoulds" resulting in the potential feeling of regret or guilt."
Additionally, out of 1000 men asked, 1 in 2 of the modern male shopper feels the guilt as he has surrendered to the impulse of buying the item as opposed to 35% saying it is as a result of being told off by their partner.
Much like some women, more men (60%) are now prone to buying things that they don't even need. Men feel the most guilty when buying home entertainment appliances whereas ladies' guilty pleasures remain clothes, shoes and make up.
Jenna Fordie
twitter: @Jenna_FAM
Tagged in Fashion Trends