Amusing anecdote: In college I worked as a home computer salescreature at $LOCAL_BIGBOX_CHAIN. We sales staff quickly learned on the job - there was no training in this, or in anything else - to love it when couples came in to buy a computer. Invariably, one partner knew more about the actual tech, and one was more emotional about the purchase.
Our habit as salescreatures was always initially to target the female member of a couple for the "sales talk". This worked >90% of the time, because usually the women were the emotional buyers. But now and then we would run into a couple where the female partner had the tech knowledge. Being good capitalist running dog lackeys, we would immediately turn our sales attentions to the male. For better or worse, the pursuit of filthy lucre follows stereotypes in as much as they are useful predictors of behavior, but little farther.