The Sundie reading briefly brings up the fact that society tends to portray women as "the canonical sex" when representing a person that likes shopping, but the results of their studies show that men are in fact 'unmoved' by a woman's conspicuous consumption. They also show that women are capable of reading in to what men are seeking when they choose to make, or not make, a flashy purchase (so there is clearly no difference in how men and women on a general level perceive flashy spending). This is sort of reflected in the findings of Craig's content analysis, with women more often depicted as being tied to their home, with the emphasis more on daily needs.
So how have these ultra-stereotypical attitudes about women's spending habits - that they know no limits, that they're always maxing out their husbands' credit cards - developed?
Also, might the lack of advertisements that emphasize female luxury spending be compensated for by ads that promote deals at JC Penney, etc? It seems that every time I turn on a TV I see women running around in sun dresses carrying Macy's bags. Do these kinds of ads solely emphasize high-investment female preferences?
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