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Article

Interactive Impact of Demographic Emerging Economy Studies


5(1) 42–54, 2019
Variables and Personality Type © 2019 International
Management Institute
on Risk Tolerance Reprints and permissions:
in.sagepub.com/journals-permissions-india
DOI: 10.1177/2394901519825924
journals.sagepub.com/home/emi

Heena Thanki1
Narayan Baser2

Abstract
Investors’ investment decision is much dependent on his/her risk-taking capability, which in turn
depends on a variety of factors. Majority of the studies carried out on this topic associate the financial
risk tolerance (FRT) with demographics (gender, marital status, age, education income, etc.) of the
investor. A handful of the studies on this topic establish a link between FRT and personality type.
FRT refers to the investors’ ability to allow the uncertainty of returns while taking their investment
decision. Most of the past studies on the related topics have taken Myers-Briggs Type Indicators (MBTI)
or big five personality types, whereas the present study has taken Personality type A and B for finding
its association with risk tolerance level. Identifying Personality type A and B is much easier and less
time-consuming as compared to other models. Hence, in real life, financial planners also can use the
outcome of this study in preparing the investment strategy for their clients. Past studies have focused
either on demographics or on personality type, while the current study combines the effect of both
the variables and adds to the existing literature. The present study adopts a single cross-sectional
descriptive research design. To satisfy the objective, required data were gathered through a structured
questionnaire with a “Financial Risk Tolerance Scale,” “Personality Scale,” and basic demographic
questions using a convenience sampling methodology. An analysis of data indicates that personality type
and demographic variables such as gender, marital status, occupation, and income are found significant
in determining FRT of investor, while age and education are found insignificant.

Keywords
Risk tolerance, financial risk tolerance (FRT), investment behavior, demographic factor, personality type

1
Shri Jairambhai Patel Institute of Business Management (NICM), Gandhinagar, Gujarat, India.
2
School of Petroleum Management, Pandit Deendayal Petroleum University, Gandhinagar, Gujarat, India.
Corresponding author:
Heena Thanki, Shri Jairambhai Patel Institute of Business Management (NICM), Near Infocity Gate 01, Indroda Circle,
Koba–Gandhinagar Road, Infocity Gandhinagar, Gujarat 382007, India.
E-mail: heenakssbm@gmail.com
Thanki and Baser 43

Introduction psychologically designed to measure risk tolerance


level (Anbar & Eker, 2010; Faff, Mulino, & Chai,
In general, risk tolerance can be defined as
2008; Hanna, Gutter, & Fan, 2001; Hallahan, Faff,
“capacity to accept or absorb risk” while making
& McKenzie, 2004; Roszkowski, Davey, &
any decision, and it implies for every economic
Grable, 2005; Wang & Hanna, 1997). “A client’s
and social decision, whereas the financial risk
Financial Risk Tolerance can be measured
tolerance (FRT) can be defined as “an investor’s
accurately by a questionnaire, provided that the
attitude towards risk and it can be defined as the
questionnaire has been developed in accordance
amount of uncertainty or investment return
with psychometric principles” (Roszkowski,
volatility that an investor is willing to accept when
Davey, & Grable, 2005; Thanki, 2015).
making a financial decision” (Faff, 2008; Grable,
2000; Grable & Lytton, 1999b; Hallahan, Faff, &
McKenzie, 2003). Individual’s financial risk- Literature Review
taking capabilities play a vital role in making
One’s risk tolerance is subjective and may differ
his/her investment decision, and hence in recent
from person to person depending on his/her need,
years, the FRT topic has gained much importance
goal, age, and personal disposition. Generally, it is
among investment managers, financial planners/
assumed that investors are risk averse, but “it is
advisors, and academicians.
also apparent that individuals vary significantly to
A modern-day asset allocation decision/
investment model is based on four essential inputs, the extent of financial risk that they are willing to
namely basic goal or purpose, time horizon, incur” (Corter & Chen, 2006). Individual’s
financial stability, and FRT for designing capacity to take risk is influenced by a variety of
investment strategy of any individual or corporate factors such as genetic makeup, socioeconomic
(Garman & Forgue, 2011; Grable & Lytton, 1999a). profile, demographics, personality type, and
Although the first three inputs are very basic and psychological construct (Cesarini, Johannesson,
handy, available to investment planners/managers, Lichtenstein, Sandewall, & Wallace, 2008;
measuring someone’s FRT is highly subjective and Filbeck, Hatfield, & Horvath, 2005; Grable & Joo,
a complex psychological concept (Larkin, Lucey, 2000; Mayfield, Perdue, & Wooten, 2008;
& Mulholland, 2013). Assessing investors’ risk- Schooley & Worden, 1996; Thanki, 2015).
taking capability and drafting their investment
strategy based on their risk-taking appetite are Relationship Between Gender
more important functions of investment managers and FRT
and planners so that they can offer the best
investment portfolio to their clients (Faff, 2008; It is stereotyped that women are more risk averse
Grable, 2000; Grable & Lytton, 1999b; Hallahan than men. Bajtelsmit and Bernasek (1996), Yao,
et al., 2003). Hanna, and Lindamood (2004), Fehr-Duda, De
Individual’s FRT can be measured through a Gennaro, and Schubert (2006), Faff (2008), Anbar
variety of methods: (a) by observing the actual and and Eker (2010), Weber et al. (2012), Thanki
real-time behavior of their investment pattern (real (2015), Dawson and Henly (2015), Ansari and
investment portfolios); (b) by asking their Phatak (2016), and Shusha (2017) confirmed
investment preferences and choices; (c) by asking stereotype and concluded that women are more risk
them the hypothetical question which is averse than men. However, Embrey and Fox (1997)
44 Emerging Economy Studies 5(1)

and Grable and Lytton (1999a) were of the opinion Thanki (2015), and Ansari and Phatak (2017) were
that gender is not a significant variable in deterring of the opinion that the relationship between age
one’s FRT. and FRT is nonlinear.

Relationship Between Marital Relationship Between Income


Status and FRT and FRT
It is assumed that single individuals with less There exist two extreme assumptions with respect
family and financial responsibility can take more to income. The first is wealthier and prosperous
risky investment decisions than the married ones. individual with ample funds, and can take more
Grable and Lytton (1999a), Hallahan et al. (2004),
risk as they have extra funds to offset for the loss.
Joo and Grable (2004), Yao and Hanna (2004),
Most of the investigators confirmed this hypothesis
Dohmen et al. (2011), and Thanki (2015) supported
and concluded that there exists a positive
this assumption and concluded that single
relationship between income and FRT; as income
individuals take more risk as compared to married
ones. On the other hand, Grable (2000), Hallahan increases, FRT also increases (Anbar & Eker, 2010;
et al. (2003), de Venter (2006), and Watson and Ansari & Phatak, 2016; Farrell, 2014; Grable &
McNaughton (2007) found that married individuals Lytton, 1998; Hallahan et al., 2004; Sutejo, Pranata,
take more risk as compared to single investors, and & Mahadwartha, 2018; Thanki, 2015; Watson &
their argument to justify their conclusion was McNaughton, 2007; Weber et al., 2012). On the
“married individuals have greater risk-taking contrary, Faff (2008) found that individuals with
propensities, because shared income and double lower income and wealth may be willing to take
human capital of married individuals may more risk for becoming wealthier. However, very
encourage them to invest in riskier assets”. few studies have confirmed to this postulate. Riley
and Chow (1992) and Faff (2008) established the
Relationship Between Age and FRT fact that there exists a negative relationship between
risk tolerance and income/wealth.
It is assumed that as an individual grows old, his
responsibility increases, and at the very old age
(when he/she has less responsibility), he/she is Relationship Between Education
having a very limited source of income, and hence and FRT
as age increases, the risk tolerance level decreases
An educated investor can take the calculative risk.
(negative relationship). Finke and Huston (2003),
Grable and Lytton (1997, 1999a), de Venter (2006),
Jianakoplos and Bernasek (2006), and Gilliam,
Chatterjee, and Zhu (2010) supported the Christiansen, Joensen, and Rangvid (2006),
hypothesis and found that FRT decreased with age. Al-Ajmi (2008), Dohmen et al. (2011), Shusha
However, some studies by Wang and Hanna (2017), and Reddy and Mahapatra (2017) were of
(1997), Grable (2000), and Reddy and Mahapatra the opinion that “higher education encourages
(2017) differed from the hypothesis and concluded taking more financial risk.” Hallahan et al. (2003)
that there exists a positive relationship between and Thanki (2015) found that education was not a
age and FRT. Guiso and Paiella (2008), Faff, significant determinant of an individual’s attitude
Hallahan, and McKenzie (2009), Farrell (2014), toward risk.
Thanki and Baser 45

Relationship Between Occupation 16 different types of personality), and type A/B


and FRT personality (which classifies individuals into two
types of personality). Type A and B personalities
A general postulate is that entrepreneurs have are contrasting to each other. People with type A
inherent risk-taking capabilities. Most of the personality are competitive, aggressive, impatient
researchers confirmed to that postulate and with themselves and with others as well; they set
concluded that entrepreneurs take more risk as standards and are always under time pressure. On
compared to non-entrepreneur investors (Ansari & the contrary, people with type B personality are of
Phatak, 2016; Grey & Gordon, 1978; Hammond, relaxed nature; rarely they are hurried by pressure
Houston, & Melander, 1967; Meyer et al., 1961; due to time and they are hesitant to make aggressive
Thanki, 2015). However, “an investor’s risk moves and are easygoing (Thanki, 2015).
tolerance is not static and it can change over time.
When demographic and socioeconomic factors
related to investor change, the investor’s position Research Gap
on the risk-reward spectrum will also change” Most of the past researches on related topic have
(Bertaut, 1998; Grable, Lytton, O’Neill, Joo, & taken MBIT or big five personality types, whereas
Klock, 2006; Yao, Hanna, & Lindamood, 2004). the present study has taken Personality type A and
B for finding its association with FRT level.
The Relationship Between Identifying Personality type A and B is much
easier and less time-consuming as compared to
Personality and FRT
other models, and hence in real life also financial
Personality type plays a vital role in determining planners can use the outcome of this study in
investment behavior and choice of investment preparing the investment strategy for their clients.
avenues (Chitra & Sreedevi, 2011; Filbeck et al., In this present research work, an attempt has been
2005; Maital, Filer, & Simon, 1986; Sadi, Asl, made to find out the combined impact of
Rostami, Gholipour, & Gholipour, 2011). Ample personality type and demographics of an investor
previous studies have found the base that on their FRT level.
personality trait of investors has an impact on their
decision-making (Carducci & Wong, 1998; Joo &
Grable, 2004; Grable, Britt, & Webb, 2008;
Research Methodology
Mayfield et al., 2008; Moreschi, 2005). The The present research has conceptualized its model
investor with Personality A takes higher risk as from the extensive literature and theoretical
compared to investor with Personality B background. The proposed relationship (Figure 1)
(Kannadhasan, Aramvalarthan, Mitra, & Goyal, was measured using a multiple regression model.
2016). Impact of personality traits on the Cross-sectional descriptive research designed was
investment decision is more as compared to that of adapted to fulfill the objective of the present
demographic variables (Chitra & Sreedevi, 2011). research study. A structured questionnaire was
There are many models and theories available used to collect the required data. The data were
to measure an individual’s personality such as Big collected using convenience sampling method
Five Model (which classifies individuals into five from Ahmadabad in Gujarat. The survey was
basic types of personality), MBTI (Myers-Briggs administered to 400 investors; out of 400
Type Indicators; which classifies individuals into questionnaires, 380 questionnaires were received;
46 Emerging Economy Studies 5(1)

out of 380 questionnaires, 51 questionnaires were


incomplete and hence discarded. The final sample Personality
size was 329. FRT is measured using “Investment type
Risk Tolerance Quiz,” developed by Grable and
Laytton (1999b). Investment risk tolerance quiz Gender
contains 13 multiple choice questions, and each
Marital status
option has been assigned a value from 1 to 4 based
Financial Risk
on the riskiness of the option. The total score on Age
the test varies from 13 to 47, a higher score Tolerance
representing high-risk tolerance. The personality Education
of investors was measured by using Dr Howard Occupation
Glazer’s test for measuring Personalities A and B
(Goldberg, 1978); the test contains 20 semantic Income
scale questions, which represents various traits of
Personality A and B. The total score on the test Figure 1. Proposed Research Model
ranges from 20 to 140. Source: The authors.

Table 1. Sample Characteristics

Variables Classification Frequency Percentage


Female 128 38.9
Gender
Male 201 61.1
Married 161 48.9
Marital status
Single 168 51.1
Above 40 years 123 37.4
Age
Below 40 years 206 62.6
Below graduation 128 38.9
Education
Graduation and above 201 61.1
Income below 500,000 251 76.3
Income
Income above 500,000 78 23.7

Non-entrepreneur 192 58.4


Occupation
Entrepreneur 137 41.6
Source: The authors.
Thanki and Baser 47

From Table 1 it can be seen that out of total 329 • Education: Graduation and above = 1, below
investors, 61.1 percent were male and 38.9 percent graduation = 0; (independent variable)
were female. Out of the sample, 48.9 percent was • Occupation: Entrepreneur = 1, non-
married people, 62.6 percent of the investors in the entrepreneur = 0; (independent variable)
sample selected belong to the age group of below 40 • Income: Above 500,000 = 1, below 500,000
years and 61.1 percent of investors in the sample = 0; (independent variable)
has graduation and above education qualification.
Stepwise multiple regression analysis was run in
In the sample, 76.3 percent of the investors has
SPSS for finding out the interactive impact of
income below 500,000, and 41.6 percent of the
personality type and demographic factors on FRT.
investors in the sample selected were entrepreneurs.
Stepwise multiple regression analysis was
conducted to examine the relationship between
Analysis and Discussion personality type, various demographic variables, and
risk tolerance. Stepwise multiple regression methods
Gathered data were coded and entered into SPSS
include or remove one independent variable at each
for statistical analysis. Following codes were used
step, by default based on the probability of F statistic;
to code the data.
at each stage, the model gets better. Here, five models
• Risk tolerance: Scale data (actual score on have been developed by stepwise regression model,
FRT Quiz); (dependent variable) and at each stage, R2 and adjusted R2 increase. The
• Personality type: Scale data (actual score on model with the highest R2 is considered for the final
personality test; independent variable) analysis. It can be seen from Table 2 that value of R
• Gender: Male = 1, female = 0; (independent (model 5) is 0.730, which shows the positive
variable) correlation between the independent variables
• Marital status: Single = 1, married = 0; (demographics and personality type) and study
(independent variable) variable (FRT). Adjusted R2 in Model 5 is, 0.525,
• Age: Below 40 years = 1, above 40 years = which implies that 52.5 percent of the changes in the
0; (independent variable) FRT level is explained by the independent variables.

Table 2. Model Summary

Std Error of the


Model R R2 Adjusted R2 Estimate
1 0.582a 0.339 0.337 6.201
2 0.666b 0.444 0.440 5.697
3 0.693 c
0.480 0.475 5.518
4 0.717 d
0.515 0.509 5.338
5 0.730e 0.533 0.525 5.248
Source: The authors.
Notes: aPredictors: (constant), personality type.
b
Predictors: (constant), personality type, gender.
c
Predictors: (constant), personality type, gender, marital status.
d
Predictors: (constant), personality type, gender, marital status, occupation.
e
Predictors: (constant), personality type, gender, marital status, occupation, income.
48 Emerging Economy Studies 5(1)

The F-test of overall significance indicates FRT = 15.368 + 0.103; Personality type +
whether the linear regression model provides a better 3.696; Gender + 2.884; Marital status + 2.992;
fit to the data or not. If the p value is less than 0.05 (at Occupation + 2.421 Income.
5% significance level), then the model is said to be There exists a positive relationship between
significant. It is clear from Table 3 that p value of personality type and FRT. A high score on
Model 5 is less than 0.05, which provides sufficient personality dimension represents Personality type
ground for the significance of the model. A so it can be concluded that investors with type A
According to Tables 4 and 5, in Model 5 out of personality are more risk-takers than those with
seven independent variables, five variables, type B personality. The conclusion is in line with
namely personality type, gender, marital status, the findings of Carducci and Wong (1998) and
occupation, and income, were found significant, Kannadhasan et al. (2016).
while age and education were found insignificant. Male are more risk-takers than female, which
While assessing the values of constant and reconfirms the age-old stereotype in the Indian
unstandardized beta, the following model for the context and reconfirms with the conclusion of the
prediction of the FRT can be developed: findings of Bajtelsmit and Bernasek (1996), Faff

Table 3. Analysis of Variance (ANOVA)a

Model Sum of Squares df Mean Square F Sig.


1 Regression 6454.642 1 6454.642 167.877 0.000b
Residual 12572.713 327 38.449
Total 19027.356 328
2 Regression 8445.548 2 4222.774 130.093 0.000c
Residual 10581.807 326 32.460
Total 19027.356 328
3 Regression 9131.328 3 3043.776 99.962 0.000d
Residual 9896.027 325 30.449
Total 19027.356 328
4 Regression 9793.796 4 2448.449 85.915 0.000e
Residual 9233.560 324 28.499
Total 19027.356 328
5 Regression 10132.200 5 2026.440 73.584 0.000f
Residual 8895.155 323 27.539
Total 19027.356 328
Source: The authors.
Notes: a
Dependent variable: Risk tolerance.
b
Predictors: (constant), personality type.
c
Predictors: (constant), personality type, gender.
d
Predictors: (constant), personality type, gender, marital status.
e
Predictors: (constant), personality type, gender, marital status, occupation.
f
Predictors: (constant), personality type, gender, marital status, occupation, income.
Thanki and Baser 49

(2008), Yao and Hanna (2004), Fehr-Duda et al. Hallahan et al. (2004), Joo and Grable (2004), Yao
(2006), Anbar and Eker (2010), Weber et al. and Hanna (2004), Dohmen et al. (2011), and
(2012), Thanki (2015), Dawson and Henly (2015), Thanki (2015). While it contrasts with the findings
Ansari and Phatak (2016), and Shusha (2017), of Grable (2000), Hallahan et al. (2003), de Venter
while it is in contrast with the findings of Embrey (2006), and Watson and McNaughton (2007).
and Fox (1997) and Grable and Lytton (1999a). Entrepreneur, being inherent risk-taker, takes
Unmarried or single individual’s risk tolerance more financial risk than the non-entrepreneur. This
level is high as compared to that of a married one. finding is similar to that of Meyer et al. (1961),
The conclusion is in conformity with the previous Grey and Gordon (1978), Hammond et al. (1967),
similar findings of Grable and Lytton (1998), Thanki (2015), and Ansari and Phatak (2016).

Table 4. Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std Error Beta T Sig.
(Constant) 15.157 1.179 12.857 0
1.
Personality type 0.171 0.013 0.582 12.957 0
(Constant) 15.999 1.088 14.698 0
2. Personality type 0.126 0.013 0.431 9.438 0
Gender 5.456 0.697 0.357 7.832 0
(Constant) 15.599 1.058 14.749 0
Personality type 0.116 0.013 0.397 8.867 0
3.
Gender 4.912 0.684 0.322 7.177 0
Marital status 3.022 0.637 0.199 4.746 0
(Constant) 15.675 1.023 15.318 0
Personality type 0.103 0.013 0.353 7.989 0
4. Gender 3.863 0.697 0.253 5.542 0
Marital status 2.992 0.616 0.197 4.856 0
Occupation 3.194 0.662 0.21 4.821 0
(Constant) 15.368 1.01 15.221 0
Personality type 0.103 0.013 0.353 8.108 0
Gender 3.696 0.687 0.242 5.382 0
5.
Marital status 2.884 0.606 0.19 4.755 0
Occupation 2.992 0.654 0.197 4.577 0
Income 2.421 0.691 0.135 3.505 0.001
Source: The authors.
Note: Dependent variable: Risk tolerance.
a
50 Emerging Economy Studies 5(1)

Table 5. Excluded Variables

Partial Correlation Colinearity


Model Beta In T Sig. Tolerance Statistics
Age –0.020a –0.436 0.663 –0.024 0.989
Income 0.195a 4.433 0 0.238 0.992
Education –0.051 a
–1.117 0.265 –0.062 0.981
1.
Occupation 0.300a 6.667 0 0.346 0.879
Gender 0.357 a
7.832 0 0.398 0.819
Marital status 0.249a 5.613 0 0.297 0.939
Age 0.006 b
0.138 0.89 0.008 0.983
Income 0.160 b
3.931 0 0.213 0.98
2. Education –0.016b –0.383 0.702 –0.021 0.969
Occupation 0.212b 4.711 0 0.253 0.79
Marital status 0.199b 4.746 0 0.255 0.913
Age –0.004c –0.099 0.921 –0.006 0.981
Income 0.151c 3.808 0 0.207 0.978
3.
Education –0.015c –0.363 0.717 –0.02 0.969
Occupation 0.210c 4.821 0 0.259 0.79
Age 0.011 d
0.286 0.775 0.016 0.974
4. Income 0.135d 3.505 0.001 0.191 0.97
Education 0.000 d
–0.006 0.995 0 0.964
Age 0.045 e
1.14 0.255 0.063 0.921
5.
Education –.0014e –0.35 0.726 –0.02 0.954
Source: The authors.
Notes: a
Predictors in the model: (constant), personality type.
b
Predictors in the model: (constant), personality type, gender.
c
Predictors in the model: (constant), personality type, gender, marital status.
d
Predictors in the model: (constant), personality type, gender, marital status, occupation.
e
Predictors in the model: (constant), personality type, gender, marital status, occupation, income.
f
Dependent variable: risk tolerance.

There exists a positive relationship between Age of investor was found insignificant for the
income of investor and FRT; as income increases, determination of investors’ risk tolerance level.
risk tolerance level also increases. The finding The conclusion is in line with the findings of
reconfirms the findings of Grable and Lytton
Hallahan et al. (2003) and Anbar and Eker (2010),
(1998), Hallahan et al. (2004), Watson and
McNaughton (2007), Anbar and Eker (2010), while it is in contrast to the findings of Finke and
Weber et al. (2012), Farrell (2014), Thanki (2015), Huston (2003), Jianakoplos and Bernasek (2006),
Ansari and Phatak (2017), and Sutejo et al. (2018). and Gilliam et al. (2010).
Thanki and Baser 51

Education of investor was also found insignifi- demographic and socioeconomic factors related to
cant in the determination of FRT of Investor. The investor change, the investor’s position on the risk–
result is in line with the previous study by Hallahan reward spectrum will also change (Bertaut, 1998;
et al. (2003) and Thanki (2015) while it is in contrast Grable et al., 2006; Yao et al., 2004).
to the findings of Grable and Lytton (1999a), Grable
and Lytton (1999), de Venter (2006), Christiansen
et al. (2006), and Al-Ajmi (2008). Future Scope of Research
However, personality type, gender, marital This study was limited to personality type and some
status, occupation, and income are found significant selected demographic variables based on literature
in the determination of the FRT level of investor. reviews such as gender, age, income, occupation,
But the standardized beta would give the answer and marital status. A future research in this area can
that which factor has more influence on FRT. From add up the demographic variables such as the
Table 4, it can be seen that the most influencing
number of dependent and race. FRT decreases as
factor among all is personality type with 0.353 beta
the number of dependent increases (Chaulk,
followed by gender (0.242 beta), occupation (0.197
Johnson, & Bulcroft, 2003). There is also some
beta), marital status (0.190 beta), and income
(0.135 beta). Hence from the data, it can be research which postulates a positive correlation
concluded that personality type of investor has between financial literacy and FRT. Investors with
more influence on FRT as compared to that of higher financial knowledge and education score
demographic variables. These findings reconfirm high on the FRT scale (Grable, 2000).
the findings of Chitra and Shreedevi (2011). Gender
is the second leading influencing factor, followed Declaration of Conflicting Interests
by, occupation, marital status, and income. The authors declared no potential conflicts of interest
with respect to the research, authorship, and/or
Conclusion publication of this article.

“The financial landscape has changed tremendously


Funding
over the past few decades. The outburst of the
financial service industry and a variety of innovative The authors received no financial support for the
investment avenues have transferred the risk of research, authorship, and/or publication of this article.
investing on individuals” (Thanki, 2015). These
changes have sought the demand of careful References
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