The shopping experience can also be influenced by other shoppers. For example, research from a field experiment found that male and female shoppers who were accidentally touched from behind by other shoppers left a store earlier than people who had not been touched and evaluated brands more negatively, resulting in the Accidental Interpersonal Touch effect.
According to a 2000 report, in the U.S. state of New York, women purchase 80% of all consumer goods and influence 80% of health-care decisions.