Understanding the Role of Behavioral Economics in Consumer Financial Choices

For decades, traditional economic models operated under the assumption that consumers are perfectly rational beings. This “homo economicus” was believed to make financial choices by logically evaluating all available information to maximize personal benefit. Yet, everyday experiences—from impulsive shopping sprees to the persistent difficulty of saving money—tell a different, more complex story. Behavioral economics emerges…
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22 January 2026 0