Rewiring the brain would be both expensive and slow. It might be easier to take the joy out of shopping and make it into a chore.  Joyless shopping would need to be dull and repetitive. Clicking through endless carousels of images like we do now is a good start. Women should avoid Shopify apps that make shopping more fluid, like Stylaquin, because it gets rid of clicking altogether. The intuitive swipe or flick that brings up the look book pages where shoppers can see all the images at once, much like a magazine spread, would make women want to shop more because it would be more beautiful and intuitive. 

We’d have to make women settle for the first thing they find. One of the great tragedies of women is that we often have a keen fashion sense and care about how we dress. This forces us to shop longer, and in many cases, to keep oodles of tabs open with the things we like, but aren’t sure we want to buy. Fixing this will be a challenge, though current shopping that doesn’t let us collect and curate what we like so we can create outfits and see all our options in one place is a good start. A Shopify app like Stylaquin would be out of the question because it makes browsing fun and engaging. Worse yet it has an idea board where shoppers can save all the things we like, see them all together, AND edit colors and sizes until we get exactly what we want. It’s so much fun that men might actually learn to like shopping.

Most women enjoy shopping, which is one of the reasons women do more shopping than men.Of course if women learned to dislike shopping as much as men do, then men would have to step up and shop more.