A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing

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MANAS Sosyal Araştırmalar Dergisi
Cilt: 14 Sayı: 4
A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing

A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing

Authors : Aylin Ecem Gursen, Ahmet Şekerkaya

Pages : 1487-1499

Doi:10.33206/mjss.1658988

View : 275 | Download : 143

Publication Date : 2025-10-03

Article Type : Research Paper

Abstract :This study aims to explain how consumers interact with their finances, focusing on behavioral economics and the psychology of money. The existing literature underscores the role of psychology and behavioral economics in understanding consumer perceptions of money within marketing and consumer behavior research. While consumer financial behaviors influence various industries, this study focuses specifically on the financial sector due to its broad relevance and inclusivity. Accordingly, a literature review was conducted. In this context, the psychology of money was first elaborated from the perspectives of consumer behavior and marketing disciplines. Subsequently, the relationship between the topic and behavioral economics was examined. Key consumer behavior issues, especially regarding individuals\\\' relationship with money, were discussed, then narrowed to financial services. In the conclusion section, the current state of the field was briefly reviewed, and potential areas for future research and practical applications were presented. Our findings suggest that psychology and behavioral economics offer valuable perspectives for understanding the consumer’s relationship with money. However, the interdisciplinary research potential of this field extends beyond these areas. Broadening finance-related variables and conducting comparative studies based on culture or gender can further enrich the field. Additionally, expanding consumer typologies to include relatively underexplored variables such as consumer well-being, mindfulness, and finance-related behavioral factors may provide important insights for personalized services.
Keywords : Tüketici davranışı, hizmet pazarlaması, paranın psikolojisi, davranışsal ekonomi

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