Year: 2025
Type: article
Abstract: This article explores the significant topic of behavioral finance and its impact on consumer habits and preferences across generations. As an interdisciplinary field, behavioral finance combines elements of psychology, sociology, and economics to analyze how emotions and socio-psychological factors influence individuals' financial decisions. The focus is on generational theory, which serves as a foundation for identifying patterns in the behavior of target audiences. This understanding provides businesses with a competitive advantage in engaging with consumers to achieve strategic development goals. Attention is directed toward the relationship between generational changes and financial behavior. A range of psychological barriers that may hinder effective financial planning is analyzed, including exaggerated optimism, fear of investing, and the desire for immediate consumption. The article highlights how these factors can differ across generations. From a financial perspective, the author discusses the impact of social media on the financial behavior of various generations. For instance, younger generations who actively engage with social media are often influenced by opinions, recommendations, and trends, which can significantly shape their consumer preferences. The article also examines various public campaigns aimed at improving financial literacy and how these initiatives are perceived by different age groups. The importance of understanding behavioral finance for developing effective strategies to attract consumers from various generations is emphasized. Awareness of how emotions and socio-cultural factors influence financial decisions enables companies to tailor their products and services to better address the needs of each consumer group. In conclusion, this article makes a valuable contribution to understanding the financial behavior of different generations, which is essential for crafting more successful marketing strategies in today’s world.
Institution: State Tax University
Language: English
Subfield: Accounting
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4407914022