Changes in sexual politics have left men mystified about how to behave when shopping for lingerie.1
One of the saddest sights in nature is that of the human male, forlornly trailing his girlfriend around a shopping mall. The shuffling gait, the slumped shoulders, and that glazed look in the eyes that seems to say “When can I go home and play Call of Duty: Advanced Warfare?”
But how do men behave when they step into a lingerie store?
Scientists from Saint Mary’s University in Halifax wondered if the sexual imagery -- the lingerie, the advertisements depicting gorgeous models in a state of undress -- stimulate and interest male shoppers. Or, if being surrounded by intimate apparel causes men to feel anxious and embarrassed, and to behave like cornered wild beasts.
Eager to find out, Kimberly Moule and Maryanne Fisher went on safari to their local mall. They sat at a table in the food court, near the entrance to a lingerie store. From there they had a wide open view of the store’s interior. They kept their eyes peeled for male-female couples. When they spotted a pair, they made a note of all the man’s behaviors -- whether he interacted with the merchandise or talked to his partner, how he moved about the store, and where he directed his gaze. Later, the psychologists repeated their observations at a regular clothing store.
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