Masculinity and Femininity As Predictors of Financial Risk-Taking: Evidence From a Priming Study on Gender Salience
Women have proven to be more risk-averse than men in investment decisions. This difference may stem from biological factors and/or different gender socialization (masculine versus feminine). In the present experiment, gender affiliation was made salient via priming. Gender salience resulted in a high gender identification. Identifying with males or females, respectively, made men to respond in a more masculine and women in a more feminine way. Masculinity affected hypothetical financial risk taking positively, femininity negatively. Differences between men and women in their financial risk taking propensity increased after gender affiliation was made salient. Implications for further research and business practice are discussed.
Katja Meier-Pesti and Elisabeth Goetze (2005) ,"Masculinity and Femininity As Predictors of Financial Risk-Taking: Evidence From a Priming Study on Gender Salience", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 45-46.
Katja Meier-Pesti, University of Vienna, Department of Economic & Educational Psychology, and Evaluation
Elisabeth Goetze, University of Economics and Business Administration of Vienna, Department of International Marketing and Management
E - European Advances in Consumer Research Volume 7 | 2005
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK