MEN need to cut up your credit cards! All the way back to caveman times, men have shown to be more aggressive in stressful situations; like fighting off a wild boar. This male trait seems to follow evolution through the ages. We even see today, in the military of most all countries, where men are still predominantly the aggressive combat fighters. With no disrespect to females; the male wiring is to be aggressive and radical when subjected to stressful situations. We have seen this type of behavior for centuries, but it wasn't until last month that these traits where scientifically documented.

In a July 2009 research project conducted at the University of Southern California, scientific study finally concluded that there is a difference between men and women in reference to risky behaviors while subjected to a stressful environment. The summary concluded that, "men under stress may be more likely to take risks, correlating to such real-life behavior as gambling, smoking, unsafe sex, and illegal drug use. In contrast, stressed women moderate their behavior and may be less likely to make risky choices." This type of risky financial and social behavior today has the same correlation to previous historical competition for territory, food, and other valuable resources.

So how does this study relate to you personally, or to your business? Well, one thing is for sure, this study is great news for Las Vegas which is a town built around men: gambling, sex, drinking, and temptations for risky behavior at every corner.

For personal applications, men make sure you hold on tight to your credit cards and take a second thought before making any risky financial decisions in these stressful economic times. Moderate your drinking and don't put yourself in a situation where you will be tempted to bet on sporting games or think that drug use will ease the situation. Spouses, keep a close eye on your man!

For business applications, this is a time to pitch men for higher risk products or services. Make sure to focus the sale on the man instead of the woman. The man will be more likely to say yes, but you also need to make sure that the male is alone during the sales process. If a woman is with him, her moderation during stressful times will be fighting against his higher risk decisions. The converse works in this scenario as well. If you are selling a conservative product or service, such as: a low risk investment, life insurance, security alarms, etc. make sure you focus the sale on the woman during these economic times.

Think about how you can take this latest research and apply it to your business in order for you to increase the sales of your products or services.