According to new research from the University of Minnesota’s Carlson School of Management, the perception that women are scarce leads men to become impulsive, save less, and increase borrowing.
While sex ratios do not influence the financial choices women make, they do shape women’s expectations of how men should spend their money when courting. As consequence, women expect men to spend more on dinner dates, Valentine’s gifts, and engagement rings.
The study leader says the effects of sex ratios go beyond marketing and influence all sorts of behavior. He cites other studies showing the strong correlation between male-biased sex ratios and aggressive behavior.
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