Gender stereotyping in financial advisors' assessment of customers

ISSN： 1479-1846

Source： Journal of Financial Services Marketing, Vol.17, Iss.4, 2012-12, pp. : 259-272

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Abstract

This article presents the results of a comparison of male and female advisors' assessment of their customers. The findings from the empirical material, consisting of 361 advisors' answers to a questionnaire, show significant evidence that advisors assess their customers differently depending not only on customer gender, but also according to their own gender. The investigated variables are the advisors' assessment of consumers' perception of their own risk tolerance, customer satisfaction with the advisor, customer trust in the advisor, customer likelihood to follow the advice given and advisors' ratings of customer financial literacy. Male advisors rated consumers' answers higher than did their female colleagues for all variables, with the exception of advisors' ratings of consumer financial literacy. Advisors and their employers in the financial services industry, as well as policymakers, should be aware of the possible association between advisor gender and potential gender stereotyping of clients.