Mo’ Men, Mo’ Problems: Sex Ratio, Impulsive Spending, and Conspicuous Consumption

Vladas Griskevicius, University of Minnesota, USA
Joshua Ackerman, Massachusetts Institute of Technology, USA
Yajin Wang, University of Minnesota, USA
Andrew White, Arizona State University, USA
How does the ratio of men to women influence consumer behavior? We show that an abundance of men leads other men to become more impulsive, save less, and borrow more. A scarcity of women also led men to increase conspicuous consumption, including spending more money on engagement rings.
[ to cite ]:
Vladas Griskevicius, Joshua Ackerman, Yajin Wang, and Andrew White (2012) ,"Mo’ Men, Mo’ Problems: Sex Ratio, Impulsive Spending, and Conspicuous Consumption ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 178-181.