“Regardless of social class, race, age, men say they hate to shop,” says Zukin, City University of New York sociology professor. “Yet when you ask them deeper questions, it turns out that they like to shop. Men generally like to shop for books, music and hardware. But if you ask them about the shopping they do for books or music, they’ll say, ‘Well, that’s not shopping. That’s research.’” In other words, what men and women call “buying things” and how they approach that task are different. Women will wander through several 1,000-square-meter stores in search of the perf