Women, Sex, and Risk: Mating Motivation and Financial Risk-Taking in Women

Yexin Jessica Li, Arizona State University, USA
Douglas Kenrick, Arizona State University, USA
Steven Neuberg, Arizona State University, USA
Almost nothing is known about how mating cues influence women’s financial decisions. The current research shows that mating cues can lead women to become more risk-seeking. But mating cues lead women to become more financially risk-seeking only when monetary choices can serve as a signal to specific types of audiences.
[ to cite ]:
Yexin Jessica Li, Douglas Kenrick, and Steven Neuberg (2011) ,"Women, Sex, and Risk: Mating Motivation and Financial Risk-Taking in Women ", 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: 15-16.