Something Men Do Not Like to Do

　　Eric Brown hates shopping. "It's just not enjoyable to me," said the 28-year-old Chicago man who was carrying several shopping bags along the city's main street, Michigan Avenue. "When I'm out（1）, I basically know what I want to get. I rush in. I buy it. I（2）."

　　Common wisdom says that guys hate to shop. You can ask generations of men. But people who study shopping say that a number of social, cultural and economic factors are now（3） this "men-hate-to-shop" notion. "（4） social class and age, men say they hate to shop," says Sharon Zukin, a City University of New York sociology professor. "Yet when you ask them deeper questions, it turns out that they （5） to shop. Men generally like to shop for（6）, music and hardware （硬件）. But if you ask them about the shopping they do for books or music, they'll say, 'Well, that's not shopping. That's（7）."

　　In other words, what men and women call "buying things" and how they approach that task are（8）.

　　Women will（9） through several 1,000-square-metre stores in search of the perfect party dress. Men will wander through 100 Internet sites in search of the （10） digital camcorder （攝像放像機）.

　　Women see shopping as a social event. Men see it as a mission or a（11） to be won.

　　"Men are frequently shopping to win," says Mary Ann McGrath, a marketing professor at Loyola University of Chicago. "They want to get the best deal. They want to get the best one, the last one and if they do that it（12） them happy."

　　When women shop, "they're doing it in a way where they want（13） to be very happy," says McGrath. "They're kind of shopping for love."

　　In fact, it is in clothing where we see a male-female（14） most clearly.

　　Why, complain some men, are all male clothes navy, black or brown? But would they wear light royalblue and pink （粉紅色的）?

　　These days, many guys wear a sort of "uniform", says Paco Underhill, author of "Why We Buy". "It's been hard for them to understand what it means to be fashion-conscious （時尚意識） in a business way. It becomes much, much easier （15） you narrow your range of choices."

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