My coauthors and I did this study in conjunction with the Service Research Center, CTF, at Karlstad University. The average price per item men paid was also higher-$18, versus about $10 when the employee wasn’t at the door, which was also the same amount women paid per item at any time. When he was there, the average bill for male shoppers came to about $165-more than double the average of $72 that women spent during those times and much higher than what either men or women spent when the employee was absent, which was $92 for men and $97 for women. Otterbring: The presence of this physically imposing guy in a store uniform as soon as people walked in the door did seem to change the way that men shopped.
Professor Otterbring, defend your research. The conclusion: Men buy more from manly men. When a tall, athletic-looking male employee stood at the entrance, male shoppers spent significantly more money than usual and more, on average, than female shoppers did. A n international research team led by Tobias Otterbring, now at Aarhus University, tracked purchases people made at a home-furnishings store in a midsize Swedish city during one weekend.
