Consumer Financial Decision Making

Research in consumer psychology is essential for developing a deep understanding of how consumers make financial decisions as well as for creating solutions to improve this process. Fortunately, there has been substantial growth in research in this area among consumer behavior scholars in recent years. The aim of the current chapter is to provide an overview of some of the most exciting developments in this area over the last decade that advance our understanding of the psychology underlying financial decisions. In addition, we provide a call to action and roadmap for future research in the area