Many men are unwilling to embrace a frugal lifestyle despite the current economic situation.
A survey of 2,000 UK adults conducted by One Poll, on behalf of Quidco, has found that 15 per cent of men are worried about the effect that being careful with cash is going to have on their reputation.
Indeed, a further 15 per cent do not think it is acceptable to use vouchers and discount codes in order to save money on the cost of items.
This viewpoint is not shared by their female counterparts though, as 19 per cent believe it is wrong to be flashing the cash in these straitened times.
The research highlights how attitudes to spending and saving differ greatly between the two genders, especially when it comes to talking about finances and deals.
Women (27 per cent) were found to be far more likely to share their money saving tips than their male counterparts (20 per cent).