Gender Differences in Marketing Styles

28 Pages Posted: 17 Oct 2006

See all articles by Lewis Cunningham

Lewis Cunningham

Oklahoma State University - Stillwater - Department of Agricultural Economics

B. Wade Brorsen

Oklahoma State University - Stillwater - Department of Agricultural Economics

Kim Anderson

Oklahoma State University - Stillwater - Department of Agricultural Economics

Emilio Tostao

Oklahoma State University - Stillwater - Department of Agricultural Economics

Date Written: October 16, 2006

Abstract

Recent research has found that men trade stocks more frequently than women and receive a lower price as a result. The behavioral finance literature attributes this greater trading activity to men's overconfidence. Women's lack of overconfidence and past agricultural economics research suggests the possibility that women may be better at marketing grain than men. This article uses actual transactions of farmers marketing wheat and also finds that men trade more often than women. Women also sell two weeks later in the marketing year. There is no direct effect of gender on price received, but by storing longer women receive 1.4 cents/bushel less than men, on average. In contrast to the arguments in previous research, we argue that men's greater number of trades can be better explained by men enjoying trading rather than by overconfidence.

Keywords: behavioral finance, cash markets, gender, marketing styles, and trading frequency

JEL Classification: G1, Q13

Suggested Citation

Cunningham, Lewis T. and Brorsen, B. Wade and Anderson, Kim and Tostao, Emilio, Gender Differences in Marketing Styles (October 16, 2006). Available at SSRN: https://ssrn.com/abstract=937928 or http://dx.doi.org/10.2139/ssrn.937928

Lewis T. Cunningham

Oklahoma State University - Stillwater - Department of Agricultural Economics ( email )

Stillwater, OK 74078-6026
United States

B. Wade Brorsen (Contact Author)

Oklahoma State University - Stillwater - Department of Agricultural Economics ( email )

Stillwater, OK 74078-6026
United States
405-744-6836 (Phone)
405-744-8210 (Fax)

Kim Anderson

Oklahoma State University - Stillwater - Department of Agricultural Economics ( email )

Stillwater, OK 74078-6026
United States

Emilio Tostao

Oklahoma State University - Stillwater - Department of Agricultural Economics ( email )

Stillwater, OK 74078-6026
United States

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