Human behaviour: gender decisions based on behavioural theories Online publication date: Tue, 01-Oct-2024
by Walter Araújo de Lima Filho; Natallya de Almeida Levino; Wesley Vieira da Silva; Claudimar Pereira da Veiga
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 9, No. 4, 2024
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.
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