Gendered Decision Making

Bakewell, C., & Mitchell, V. (2006). Male versus female consumer decision-making styles. Journal of Business Research59(12), pp. 1297-1300.

Authors sought the best strategies that retailers could use to target young male shoppers. Thus, they collected data using a test-reset and equation are method from 480 young males to answer the research question of whether male consumer decision-making traits were different from females.  Results indicated that men have different decision-making styles from women. This article is significant for the current work since it will serve as a benchmark for answering a related research question. Although the study contexts are different, Bakewell and Mitchell (2006) is empirical, and thus a credible source of literature.

Delaney, R., Strough, J., Parker, A., & Bruine de Bruin, W. (2015). Variations in decision-making profiles by age and gender: A cluster-analytic approach. Personality and Individual Differences85, pp. 19-24. DOI: 10.1016/j.paid.2015.04.034

Authors investigate the five decision-making styles and attempt to profile them in terms of age and gender. Thus, they collected data on variations in decision making from 1,075 members of RAND’s American Life Panel through a self-reported internet survey. The population comprised people aged 18 and above, which captures the age bracket for the population proposed in the current work. They sought to answer if decision-making styles form distinct clusters or profiles.  Results indicated that decision-making styles varied across age and gender. This study is critical to the current work, as it will provide profiles for decision-making across the American demographic. It is a credible source since results were obtained from a preliminary study.

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Dom, V., & Yi, G. (2017). Gender and subject choice: An empirical study on undergraduate students’ majors in Phnom Penh. Asian Journal of Social Sciences and Humanities, 7(1). Retrieved from

Due to the ongoing debates that concern the difference in choices made for both males and females, the authors of this study investigated the influence of gender in choosing majors and subjects. They collect data from 610 undergraduate students in four universities at Phnom Penh, Cambodia, through the survey process. The study sought to answer whether there were more women studying non-science subjects. Results indicate that there is gender disparity in the choice of subjects, especially science subjects. It is significant because it concerns a sample of the population similar to the one proposed for the current work. While this study does not probe specifically the decision making styles, it will help profile the outcomes of decision making for each gender.

Jankelová, N. (2017). Strategic decision making and its importance in small corporations. In O. L. Emeagwali (ed.), Corporate Governance and Strategic Decision Making. IntechOpen. DOI: 10.5772/intechopen.68858

The author attempts to define the factors that affect strategic decision-making styles. The study answers research questions, which inquires about the aspects influencing successful strategic decision-making styles for small corporations. Data were collected from 210 companies through structured interviews with managers, and supplemented by managers’ profiles and talks. One of the findings profiles decision-making style to rely on managers’ emotional, cognitive, and socially conditioned tendencies. This study is significant to the current work, as it provides the factors and aspects around decision-making styles, from an outside perspective of the current research question. That way, results are unlikely to bias the current research topic.

Kugler, A., Tinsley, C., & Ukhaneva, O. (2017). Choice of majors: Are women really different from men? NBER Working Paper, 23735.

Authors investigate negative feedback in subjects’ performance in school, which is alleged to impact the decision for final majors. They use data from a private university on East Coast from 2009 to 2016 to answer whether women were different from men regarding majors’ choice. Results indicate that it takes a spectrum of signals, which influence the choices that women make. This study will help in answering the research question for the current work. It is significant because it concerns a sample of the population similar to the one proposed for the current work.