In this book the relationship between financial decision-making and chronic regulatory focus
is explored to provide a better understanding of consumer decisions. Financial decisions are
modelled on the basis of assets and portfolios sensitive to particular regulatory foci. Studies
in the book test whether participants select assets portfolios that conform to their respective
foci. In addition given that gender age and education can shape financial decisions further
hypotheses are put forth to explore whether these are related to asset and portfolio selection
and regulatory focus. As consumers tend to make financial decisions prior to priming this book
diverts from previous research involving primed states of regulatory focus and instead explores
the chronic state. The study employs two complementary instruments the eye tracker and
self-report to explicate the hypotheses. As the main hypotheses were not supported the author
posits that the harsh worldwide financial climate may have acted as an external influence
moving participants to select assets and portfolios not aligned with their foci. This study
marks a valuable contribution to the current literature concerning financial decision-making
the underlying motivational systems and external influences and will promote further research
in these areas. It offers an essential resource for academics and students interested in how
regulatory focus interacts with financial decisions and the overarching economic climate.
