Stereotipi di genere e denaro: un approccio mixed-method allo studio del rapporto delle donne con gli investimenti finanziari

[Autom. eng. transl.] Although progress has been made in eliminating some gender stereotypes present in society, in the financial sector many prejudices and stereotypes still persist, especially at a more implicit level. In fact, the literature suggests that financial investments are typically perceived as a male activity, highlighting how men have a greater propensity for risk and have higher levels of financial literacy than women. These differences, however, seem to depend more on the presence of gender stereotypes than on structural differences. This paper therefore intends to explore the complex relationship between gender stereotypes and financial investment decisions through a mixed-method study. A first survey conducted on a representative sample of the Italian population has allowed us to understand whether gender differences in investment decisions derive from actual disparities in understanding and managing financial matters or from a gap in perceived confidence in one's skills. The results indicate that confidence in one's financial skills (regardless of actual knowledge) is significantly lower in women than in men, even among people who have received a similar education in economic and financial matters. This difference seems to explain, at least in part, the different investment choices between men and women. A second qualitative study allowed us to delve deeper into the origins of this trust gap, analyzing the content and nature of stereotypical beliefs in the financial field. The results of focus groups conducted with potential female investors confirm the existence of numerous gender stereotypes deeply internalized by the participants themselves. In fact, they do not expect to be able to increase their wealth through their skills and abilities, which could discourage them from undertaking actions such as financial investments. Furthermore, even when they decide to invest, they must deal with the negative impact that the acquisition of money can have on their identity.