Abstract:

Study in the field summer shows that individuals' decision-making behavior in the purchase phase differs in terms of biological gender variation. However, the concept of sexual dimorphism in the brain, described by neuroscientists in a recent past, has raised the question whether purchasing decision-making styles will also differ in terms of sexual dimorphism in the brain. There has been no other study in literature in which purchasing decision-making styles were addressed in the brain in terms of sexual dimorphism. That’s why this study has studied whether women’s consumers’ buying decisions are influenced by their brain’s gender. In this context, a sample group of 150 people was worked. The 2D:4D ratio method of the sample of women has determined the brain gender, and then the consumer decision-making methods have determined the purchasing decision-making methods. According to statistical analyses, the biological gender is female, but there are differences in the subdimensions of information complexity and instability between the male and the female. Although the achieved results are not generalizable, it can be considered as a proof that sexual dimorphism in the brain has an impact on consumer decision-making styles.

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