TODAY | November 19, 2012
>>> this morning on "today's money," how to shop like a man. research from the wharton school of business show men and women are different when it hits the mall. it boils down to this. men hunt and women gather. garry is a male super shopper, there's a title and jean shatzky joins us. good morning.
>> good morning.
>> why is gary a good example of shopping like a man.
>> for money matters we put out a call for super shopper and expected to get a woman, quite frankly . gary 's profile came through, be a he's very good at getting deals on the smaller items like groceries but is a lawyer and uses those skills on the big items like cars.
>> so you negotiate down a little bit, gary .
>> a little.
>> is that part of your strategy?
>> always negotiate down but you have to be armed with information. the internet is great. you can find out exactly what you want, what you need before you get into the store. be armed.
>> now a lot of guys hate to go shopping. they don't even want to go into the store but you look at it as a challenge. what is the challenge exactly?
>> it's a mission, it's a mission. i know what i want. if i want a sport coat , i'm going to the store to get a sport coat . that's what i'm going to buy. maybe i pick up a tie or a shirt, but i do not brows or wand near other departments or stores.
>> you're never tempted. go into a tart and have all these other things there, you keep the blinders on and if for what you need.
>> i try to.
>> men buy. women shop. we shop. we brows, we look around, and in the end we end up buying more because of all that browsing.
>> so what advantage does gary have as a shopper based on his strategy here?
>> spends a lot less, both in time and in money. he has a motto that i love.
>> get in, get out, get home.
>> i love it.
>> it's great.
>> so what are the major differences if you had to sum them up of why they are different? men month, women gather. what does that mean?
>> men want a sport coat they both a sport coat or a turkey. in the grocery store , gary has a list, gets his items and doesn't get diverted for oreo or twinkies, and men tend to know where in the store things are. they have a map in their head. women tend to see something off to the side, figure they are actually going to save themselves time by buying that set of towels now, but in the end it costs both time and money.
>> and you say you do actually map out the store, maybe not quite literally. are we talking about do you have the map out like you're about to invade normandy or something. how do you map out a store?
>> just by going there. know where everything is, especially if you're in a supermarket. you have to remember, they spend millions on research to try to get you to go to places, to buy things you never knew you wanted or needed.
>> sounds like a battle between you and the stores.
>> a little bit, and we went shopping together. he's like you look high and you look low. don't look in the middle. that's where the expensive stuff is.
>> men look but don't touch.
>> when you touch something, behavioral research shows you take possession of it, especially when you try it on and then not buying it feels like a loss which we hate, so if you can keep yourself from touching things, you're a lot less likely to buy the things that you don't need.
>> jean says another difference is that men shop alone. do you shop alone?
>> absolutely. would never dream of asking a guy to shop with me and go have lunch. it's not done.
>> and when you shop like a friend, you feel like you have to buy something if they are buying something to participate in the experience, so, again, better to approach it as a solo mission.
>> inpressed by your self-restraint, shopping like had a man with blinders on.
>> jean and gary , thanks so