However, Smiler and Epstein (2010) have cautioned
against its use because of its psychometric properties and
argued that this approach to measuring gender is over 30 years
old and out of date compared to today’s social environment.
These and other approaches to measuring gender do not take
account of the consumer environment (e.g. shopping) and
technology (e.g. Internet). It is also the focus of this research
to start the development of a new scale that takes account of
gendered behaviour and sex-type online and offline