It matters to women how much they spend on an item. Price = quality. Plus, if she can get that overpriced item ON SALE she can convince herself that she’s a truly wise shopper.
Men are more utilitarian. If they can spend $15 for a shirt, they will instead of paying $60 for a slightly better shirt.
Of course, this whole theory goes out the window when we’re discussing cars, houses, exercise equipment and other “men’s toys”.
It’s all a matter of what they prioritize. Millennials complain that they can’t afford things like rent and utilities but seem to have an endless budget for tattoos and cell phones.
Men will pay for quality, but they will only pay for the actual improvement in quality...
IE:
A base shirt at walmart is $15.
A much nicer shirt may sell at Macy’s for $30
Nordstroms will sell a slightling nicer shirt than Macy’s for $100
Not many straight men are going to pay 3 times the price for slightly better quality. Some men may go to Macy’s and buy the nicer shirt, especially if they are financially capable too.... Very few are going to go spend 3 times the price of that shirt for something that is only slightly better at all.
Personally my experience with higher “quality” clothing is its pretty crappy. My wife will occasionally decide to buy me some nicer utilitarian things as gifts. Some of them are even more comfortable than the more utilitarian brands I buy.... but not a single one of them has ever lasted nearly as long as the things I usually buy.
So while she makes the quality argument, I point out, they don’t last, so how can you argue its better quality?
On the flip side, she will change shampoos routinely because she is looking for the holy grail of shampoos, often before she has even finished completely the last overpriced brand she bought... Meantime I’m buying the same brand of shampoo that sells $1 bottle I’ve been using since I was 18. Well 1 of 2 brands actually, whichever is the cheapest when I need more gets my purchase.