March 3, 2010

New research challenges what many think about marriage. An expert at the University of Virginia has examined traditional roles within a relationship.

Traditionally, women have filled shopping carts.

"I actually am not sure why women are typically the shoppers," said Andrea Woodard, as she shopped at the Giant on Pantops. "Maybe they enjoy the shopping market or the grocery store?"

Dr. Ronald Wilcox, co-author of the Marriage Project at the Darden School of Business, shopping is definitely something women enjoy.

"Women develop more skills related to interacting with human beings [and] gathering skills, which feeds into shopping behavior," Wilcox said.

Wilcox said it's a skill that goes all the way back to "berry gathering." Women did this while the men were out hunting for food to survive.

The reasoning behind a woman's ability to shop well, Wilcox said, stems from cognitive skills that are related to remembering where things are -- like sunglasses, keys or even sale items.

"Men lose money at the stock broker's office and women are more likely to lose money at the mall," Wilcox said.

"Women know all about what you need at home," one shopper said. "They know what you have to have and what you really don't need."

It's validation for many women as to why they're always drawn to the mall, but Wilcox warns that it's no excuse to blow a budget on the latest fashion trends.

He said moderation, communication and sticking to a family budget are keys to financial fitness.