Article: Human behaviour: gender decisions based on behavioural theories Journal: International Journal of Business Forecasting and Marketing Intelligence (IJBFMI) 2024 Vol.9 No.4 pp.469 - 491 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. Inderscience Publishers - linking academia, business and industry through research

Title: Human behaviour: gender decisions based on behavioural theories

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

Addresses: Faculty of Economics, Administration and Accounting, Federal University of Alagoas (UFAL), Maceió, 57072-900, Brazil ' Faculty of Economics, Administration and Accounting, Federal University of Alagoas (UFAL), Maceió, 57072-900, Brazil ' Faculty of Economics, Administration and Accounting, Federal University of Alagoas (UFAL), Maceió, 57072-900, Brazil ' Fundação Dom Cabral – FDC, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima/MG, 34018-006, Brazil

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.

Keywords: human behaviour; marketing intelligence; forecasting business: behavioural finance; decision making; gender.

DOI: 10.1504/IJBFMI.2024.141744

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.4, pp.469 - 491

Received: 27 Aug 2023
Accepted: 31 Aug 2023
Published online: 01 Oct 2024 *

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Title: Human behaviour: gender decisions based on behavioural theories

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