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

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.


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.


Bram Van den Bergh , Erasmus University Rotterdam, The Netherlands
Kobe Millet, VU Amsterdam, The Netherlands
Vladas Griskevicius, University of Minnesota, USA


NA - Advances in Consumer Research Volume 39 | 2011

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