In this book, the relationship between financial decision-making and
chronic regulatory focus is explored to provide a better understanding
of consumer decisions. Financial decisions are modelled on the basis of
assets and portfolios sensitive to particular regulatory foci. Studies
in the book test whether participants select assets/portfolios that
conform to their respective foci. In addition, given that gender, age
and education can shape financial decisions, further hypotheses are put
forth to explore whether these are related to asset and portfolio
selection and regulatory focus. As consumers tend to make financial
decisions prior to priming, this book diverts from previous research
involving primed states of regulatory focus and instead explores the
chronic state. The study employs two complementary instruments, the eye
tracker and self-report, to explicate the hypotheses. As the main
hypotheses were not supported, the author posits that the harsh
worldwide financial climate may have acted as an external influence,
moving participants to select assets and portfolios not aligned with
their foci. This study marks a valuable contribution to the current
literature concerning financial decision-making, the underlying
motivational systems and external influences, and will promote further
research in these areas. It offers an essential resource for academics
and students interested in how regulatory focus interacts with financial
decisions and the overarching economic climate.
