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Human behaviour: gender decisions based on behavioural theories

Author

Listed:
  • Walter Araújo de Lima Filho
  • Natallya de Almeida Levino
  • Wesley Vieira da Silva
  • Claudimar Pereira da Veiga

Abstract

Efficient techniques and marketing intelligence are deemed crucial for successful business forecasting. Predicting human behaviour, especially in decision-making, has been identified as a significant challenge for companies. In this study, the financial decision-making behaviours of individuals in a specific Brazilian region were examined, focusing on gender differences during the COVID-19 pandemic. Through a quantitative approach, a questionnaire was administered to a sample of 323 participants. Descriptive statistics, factor analysis, and hypothesis testing were employed for data analysis. Findings revealed significant gender differences in decision-making criteria based on reasoned action and planned behaviour theories. A clear disparity was observed in how different genders altered their financial perceptions concerning the tested hypotheses. This research highlights the role of gender as a moderating factor in decision-making.

Suggested Citation

  • Walter Araújo de Lima Filho & Natallya de Almeida Levino & Wesley Vieira da Silva & Claudimar Pereira da Veiga, 2024. "Human behaviour: gender decisions based on behavioural theories," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 9(4), pages 469-491.
    • Handle: RePEc:ids:ijbfmi:v:9:y:2024:i:4:p:469-491
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