Risk Indviduality in Crisis Planning: the Case of Gender in Amercan Agriculture

Crisis response can be improved by accounting for differences in risk perception.We confirm that gender individuality can be an important divider by using a case study of agricultural producers.Women were more risk averse and less confident.However, we found less difference than studies have found in other sectors.Our research shows that context matters.Results will vary by geographical location.Gender is one division that should be considered in crisis planning; however, it will not always be important.