Newly released research shows that the more women there are, the better men's finances are likely to be. When men believe women are scarce, their spending habits change, USA Today reports.
A study recently published by the University of Minnesota's Carlson School of Management found that when men think they outnumber women, they borrow more, save less and make more impulse purchases, USA Today reported.
Vladas Griskevicius, professor of marketing and lead author of this research. connects these findings to similarities seen in the behavior of other animals.
When males outnumber their female counterparts, it triggers a competitive response. This research shows that with humans, the males tend to compete with money.
And it's not only men whose attitudes change under these circumstances.
When there's a scarcity of women, women felt men should go out of their way to court them, Live Science quotes Griskevicius as saying.
Women expected more money to be spent on items such as dates, gifts, and engagement rings.
Men agreed apparently, Griskevicius continued on Live Science. When made to think men outnumbered the ladies they also reported they would spend higher amounts on romantic conquests.
These discoveries were drawn from studies conducted in a laboratory setting. But, Live Science says an analysis of 120 U.S. cities provides some tantalizing real world backup for these results.
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