Financial misbehaviour

A study by Bournemouth University suggests that while consumer decision-making is more emotionally driven, people want financial services brands to exhibit more rational behaviour.

Financial misbehaviour

Stuart Armon work.research

A new study reveals that financial services advertising that projects a softer, human image of a bank may not fit with consumers’ need for perceptions of stability and security.

Much has been written on the subject of behavioural economics of late, and increasing numbers of marketers are waking up to the fact that, while consumers can tell you what they do, they are unable to truly explain why, resorting to a cognitive post-rationalisation of behaviour. The affective nature of decision-making is something you have to look elsewhere for.

To understand the ‘what’ and the...

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