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I haven't read the article yet, but I ran a Waldenbooks for two years. We were told that men were more likely to go in knowing what they already wanted, and women were more likely to make an impulse purchase, so to focus faceouts, endcaps and displays on women-oriented titles.
And frankly, this seemed to be true based on my customer's actions. Men went straight to the book they wanted, no matter the section. The only time a man ever asked for help was to check if we had stock in the back, or if they were buying for a female or child.
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