The Way Consumers and Clients Respond to Financial Conversations: Investigation with Measurement of EEG signals
30 Pages Posted: 1 Oct 2018 Last revised: 17 Mar 2019
Date Written: September 30, 2018
This study investigated the way clients responded to financial conversations by employing quantitative EEG signal analysis. The research study proposed to address the following questions: (a) In what way does a financial conversation influence brain waves? (b) In what way does a financial conversation influence consumers’ general activity? and (c) In what way is financial risk tolerance associated with changes in brain waves in different situations? The results showed that: (a) Having a financial conversation affects a person’s behavioral responses unconsciously; (b) Having a financial conversation affects a consumer/client’s subsequent activity, and (c) Professional financial consultants should consider risk tolerance before having a financial conversation with clients.
Keywords: EEG, brain waves, financial conversation, consumer behavior
JEL Classification: D12, D14
Suggested Citation: Suggested Citation