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.


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.


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


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

Read More


Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More


Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.