基于认知神经机制的消费者财务决策规避行为研究

Consumer’s financial decision making behaviors will cause great influences on consumer’s financial status, and overall well-being of individual and family. However, even consumer has realized the importance of financial decision, they often fear to make financial decision and choose to avoid them, which causes a lot of negative outcomes even huge loss. But existent research hasn’t clearly revealed how the financial decision avoidance happens, which further leads to the weak effect of present intervention strategies. The rapid development of neuroscience, especially the development of measurements of brain, provides the possibility to uncover the neural mechanism of financial decision avoidance. This project uses neural experiment technologies to study the cognitive and emotional responses, as well as the neural mechanism of consumer’s financial decision making. Combined with the research on influences of financial decision characteristics, personal traits and situational factors on financial decision avoidance, the project is supposed to construct a systematic theory for financial decision avoidance. The findings will rich and extend current consumer financial decision making theory and decision avoidance theory. This project will further develop regulation and intervention strategies for financial decision avoidance, aiming to attenuate financial decision avoidance and improve consumer’ financial decision making capability.

消费者的财务决策行为对消费者的财务状况产生巨大影响，并将影响到消费者个人和家庭整体幸福。然而，即便是消费者认识到财务决策的重要性，人们常常害怕进行财务决策并选择规避它们，这对于消费者造成了很多负面后果，甚至产生巨大损失。但是，这种财务决策规避现象是如何产生的，现有研究并没有给出清晰的解释。这也导致当前的教育或干预策略对减少消费者的财务规避行为效果不显著。神经科学尤其是脑测量技术的发展为揭示财务决策规避行为的内在产生机制提供了可能。本项目利用脑成像实验技术，研究了消费者进行财务决策所产生的认知和情绪反应及其脑神经机制，并结合财务决策特征因素、消费者个体因素和情境变量对财务决策规避的影响研究，构建了系统的消费者财务决策规避理论体系，丰富和拓展了消费者财务决策行为、消费者决策规避行为的理论，并通过探索针对财务决策规避行为的调节和干预策略，为减少财务决策规避行为，提升消费者财务决策能力提供借鉴。

消费者的财务决策行为对消费者的财务状况产生巨大影响，并将影响到消费者个人和家庭整体幸福。然而，即便是消费者认识到财务决策的重要性，人们常常害怕进行财务决策并选择规避它们，这对于消费者造成了很多负面后果，甚至产生巨大损失。但是，这种财务决策规避现象是如何产生的，现有研究并没有给出清晰的解释。这也导致当前的教育或干预策略对减少消费者的财务规避行为效果不显著。神经科学尤其是脑测量技术的发展为揭示财务决策规避行为的内在产生机制提供了可能。本项目通过行为实验，结合脑成像实验技术，研究了消费者进行财务决策所产生的认知和情绪反应及其脑神经机制，并结合财务决策特征因素、消费者个体因素和情境变量对财务决策规避的影响研究，构建了系统的消费者财务决策规避理论体系，丰富和拓展了消费者财务决策行为、消费者决策规避行为的理论，并通过探索针对财务决策规避行为的调节和干预策略，为减少财务决策规避行为，提升消费者财务决策能力提供借鉴。