Men, Sex, and Risk: Turning Up the Heat on Men’S Financial Decisions

Bram Van den Bergh , Erasmus University Rotterdam, The Netherlands
Kobe Millet, VU Amsterdam, The Netherlands
Vladas Griskevicius, University of Minnesota, USA
Do sexual cues lead men to prefer more or less financial risk? We find that sexual cues produce financial risk-aversion, leading men to take a bird in the hand rather than two birds in the bush. Sex causes men to prefer certain (but smaller) gains over uncertain (but larger) gains.
[ to cite ]:
Bram Van den Bergh , Kobe Millet, and Vladas Griskevicius (2011) ,"Men, Sex, and Risk: Turning Up the Heat on Men’S Financial Decisions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 14-15.