It is not an easy task to study the consumer behavior, especially under the gender s perspective. Some researchers say that human behavior is determined by biological characteristics, others, that it is determined by the culture. The fact is that these differences become more and more evident when a couple goes to the mall together for shopping. Men are different than women, not only in their purchase choice, but also in their way to purchase a product. This paperwork aims to explore the male universe, in order to understand their motivations, emotions, habits and perceptions about going to the mall with their wives or girlfriends for shopping. A qualitative inquiry was made in order to corroborate the results obtained in this study.