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The Effects of Activating Gender-Related Social Roles on Financial Risk-Taking.

Katarzyna Sekścińska1, Diana Jaworska1, Joanna Rudzinska-Wojciechowska2

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Gender social roles, not just gender, influence financial risk-taking. Activating male roles increased risk-taking, while female roles decreased it, especially in investments.

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Area of Science:

  • Behavioral Economics
  • Social Psychology
  • Gender Studies

Background:

  • Previous research indicates gender-based differences in financial risk-taking.
  • These differences may be influenced by societal gender roles beyond biological sex.

Purpose of the Study:

  • To investigate the impact of temporarily activated gender social roles on financial risk-taking.
  • To examine how activating stereotypically male and female roles affects gambling and investment decisions in men and women.

Main Methods:

  • An experimental study involving 319 participants.
  • Manipulation of gender-related social roles (professional employee vs. homemaker) versus a control condition.
  • Assessment of risk-taking propensities in gambling and investment scenarios.

Main Results:

  • Activating a stereotypically male role increased financial risk-taking in both men and women.
  • Activating a stereotypically female role decreased financial risk-taking in investments for both genders and in gambling for women.
  • Sociocultural factors significantly moderate gender differences in financial decision-making.

Conclusions:

  • Gender social roles, activated by external stimuli like media, play a crucial role in financial risk-taking.
  • The influence of activated gender roles varies across different decision domains (gambling vs. investment).
  • Future research on economic behavior should consider the impact of sociocultural influences and gender role activation.