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Male gender role beliefs, coupon use and bargain hunting.(Survey)

ABSTRACT

The basic question addressed in this study is whether men today hold more gender neutral beliefs regarding traditionally female role behaviors such as purchasing groceries and clothing, clipping and saving coupons, and finding bargains. A sample of 326 men across age and education levels was surveyed regarding their beliefs as to whether each of twelve behaviors is more appropriate for males or females. The influence of experience as the primary grocery shopper for the household, age, education, and parental coupon use on gender role beliefs was included. A strong relationship between a man's experience as the primary grocery shopper for the household and his ...

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