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"Beat the market!" or "Take care of your savings": Can language in bank advertisements influence women's attitudes towards finance? An experimental comparison of different - inclusive - languages to counter the gender gap in finance

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  • Giannella, Valeria Amata
  • Manzi, Claudia
  • Crapolicchio, Eleonora
  • Prast, Henriette

Abstract

Women tend to invest less than men and are less likely to accumulate wealth over time. Research suggests that financial discourse in the media predominantly targets men (Prast et al., 2018), potentially contributing to gender disparities in investment behaviour. We present two experimental studies conducted in Italy to examine whether modifying financial discourses can enhance women’s engagement with investments. Study 1 (N = 401 workers) tested the impact of different types of metaphors (stereotypically masculine vs stereotypically feminine vs neutral) used in financial advertising, on attitudes and intentional behaviours. Study 2 (N = 206 workers) explored the effects of a mixed-inclusive language, using both masculine and feminine metaphors simultaneously. Results indicate that mixed-inclusive communication improves both attitudes and behavioural intentions in women and men.

Suggested Citation

  • Giannella, Valeria Amata & Manzi, Claudia & Crapolicchio, Eleonora & Prast, Henriette, 2025. ""Beat the market!" or "Take care of your savings": Can language in bank advertisements influence women's attitudes towards finance? An experimental comparison of different - inclus," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 117(C).
    • Handle: RePEc:eee:soceco:v:117:y:2025:i:c:s2214804325000655
    DOI: 10.1016/j.socec.2025.102399
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