How can we understand gender socialization through consump­tion? This chapter argues that malls tend to reinforce gender roles by offering separate shops for female and male consumers.

For this activity, go to your local mall and identify stores for men (and boys) and stores for women (and girls). In what ways are the stores different? Pay attention to the differences in items sold, the nature of those items, the ways in which the stores are set up, and even differences in music and lighting. What do the dif­ferences in these stores suggest about the differences between men and women and what is expected of them?