It has been known for a woman to spend weeks shopping for a gown to wear to a special occasion. Under no circumstances should he try to help, she will try on hundreds at every shop within an hour of the town she lives in, and then start again and try most of them on a second time. He wouldn't last a day without having to be put in a padded cell for his own safety.

Eventually, after buying four or five and returning them to the shop, she will decide she has the perfect gown and she will be dying to get to the function and show it off. She will tell all her girl friends how perfect it is.

Then, on arrival, disaster.

She will see someone else wearing the same gown and suddenly it's the worst gown ever made and he will have to take her home to change into something else. It doesn't matter how far from home they are or how important the occasion is to him. It could be his brother's wedding and he could be the best man, but he has to take her home. And the chances are she will refuse to go back after the humiliation she has suffered.

Women view shopping as a pleasurable past-time and will go shopping for enjoyment, even if they don't actually need anything. Men, on the other hand, view it as an annoying necessity that has to be endured when a purchase is absolutely essential, and not before. He will then be happy to pay £2 for a £1 item because he needs it. A woman will be happy to pay £2 for a £2 item that she doesn't need just because it's on sale and, therefore, must be a bargain.

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