Publicación: Factores afectivos y cognitivos que dificultan las relaciones bancarias de consumidores económicamente vulnerables
Fecha
2022-04-06
Autores
Fernández Olit, Beatriz
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info:eu-repo/semantics/openAccess
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Emerald
Resumen
El objetivo de este artículo es explorar los factores afectivos y cognitivos que condicionan las relaciones bancarias de los consumidores económicamente vulnerables y cómo estos factores contribuyen a aumentar las dificultades financieras y la exclusión. Esta investigación, realizada en un conjunto de grupos focales, basa sus hallazgos en una combinación de métodos experimentales y de análisis del discurso. Las decisiones financieras no son racionales y pueden estar sesgadas por factores afectivos y cognitivos. Las finanzas conductuales se han centrado muy poco en analizar cómo los sesgos del consumidor influyen en las relaciones con las instituciones bancarias. Adicionalmente, estas relaciones se ven afectadas por la digitalización y transformación del negocio bancario. Así, en el caso de consumidores económicamente vulnerables, que no son rentables para la cada vez más competitiva industria bancaria y carecen de capacidades financieras, su riesgo de exclusión financiera es cada vez mayor. Los resultados muestran que la desconfianza y la vergüenza conducen a dificultades financieras en consumidores económicamente vulnerables. La desconfianza genera problemas de acceso y autoexclusión, mientras que la vergüenza genera dificultades de uso. Esta falta de confianza les hace más racionales en el trato con las máquinas que con las personas, mostrando mayores dificultades bancarias para los consumidores con perfil “persona-sospechoso”. Este hallazgo puede ayudar a los reguladores a establecer límites en el comportamiento bancario, exigir a los bancos que incorporen factores afectivos y cognitivos en sus pruebas de conveniencia y detectar nuevas variables que puedan ayudarlos a mejorar sus índices de insolvencia y reputación.
Financial decisions are not rational and can be biased by affective and cognitive factors. Behavioural finance has focused very little on analysing how consumer biases influence relationships with banking institutions. Additionally, these relationships are affected by the digitalization and transformation of banking business. Thus, in the case of economically vulnerable consumers, who are not profitable for the increasingly competitive banking industry and lack financial abilities, their risk of financial exclusion is increasing. The aim of this paper is to explore the affective and cognitive factors that condition banking relationships for economically vulnerable consumers and how these factors contribute to increasing financial difficulties and exclusion. This research, performed on a set of focus groups, bases its findings on a combination of experimental and discourse analysis methods. The results show that distrust and shame lead to financial difficulties in economically vulnerable consumers. Distrust generates problems of access and self-exclusion, while shame generates difficulties of use. This lack of trust makes them more rational when dealing with machines than with people, showing greater banking difficulties for consumers with a “person-suspicious” profile. This finding can help regulators establish limits on banking behaviour, require banks to incorporate affective and cognitive factors in their convenience tests and detect new variables that can help them improve their insolvency ratios and reputations.
Financial decisions are not rational and can be biased by affective and cognitive factors. Behavioural finance has focused very little on analysing how consumer biases influence relationships with banking institutions. Additionally, these relationships are affected by the digitalization and transformation of banking business. Thus, in the case of economically vulnerable consumers, who are not profitable for the increasingly competitive banking industry and lack financial abilities, their risk of financial exclusion is increasing. The aim of this paper is to explore the affective and cognitive factors that condition banking relationships for economically vulnerable consumers and how these factors contribute to increasing financial difficulties and exclusion. This research, performed on a set of focus groups, bases its findings on a combination of experimental and discourse analysis methods. The results show that distrust and shame lead to financial difficulties in economically vulnerable consumers. Distrust generates problems of access and self-exclusion, while shame generates difficulties of use. This lack of trust makes them more rational when dealing with machines than with people, showing greater banking difficulties for consumers with a “person-suspicious” profile. This finding can help regulators establish limits on banking behaviour, require banks to incorporate affective and cognitive factors in their convenience tests and detect new variables that can help them improve their insolvency ratios and reputations.
Descripción
Categorías UNESCO
Palabras clave
financial exclusion, vulnerable consumers, behavioural finance, affective-cognitive factors, discourse analysis
Citación
Centro
Facultad de Ciencias Económicas y Empresariales
Departamento
Economía Aplicada