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

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.



Citation:

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.

Authors

Yexin Jessica Li, Arizona State University, USA
Douglas Kenrick, Arizona State University, USA
Steven Neuberg, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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