If a buddy gets something then they have to run right out and buy it too. I think is that they don't want to be left behind. Women are much the same way. Fashion and appearance are very important to women in today's society. When new fashions emerge onto the scene they run right out to buy them.
Women are also concerned about the appearance of their homes.
They try to keep up with the trendiest looks, sometimes at whatever price. As society advances into the next millenium americans are afraid to get stuck. They want to go where everyone else goes and do what everyone does and have the newest and best of everything no matter what the price.