How Behavioral Finance Helps You With Financial Decision Making?

Look around you. How many financially confident people do you know? How many can proudly say they didn’t make any financial mistakes and have always picked the right financial decision?

My guess is not too many.

We are all just human beings. Our brains are not computers able to take into account all the factors and calculate the precise outcome of any choice.

Sometimes, we make wrong decisions about our finances. Actually, a lot of bad decisions.

Let’s see how behavioral finance research can help you to better understand why we make mistakes and to improve our financial decision making process.

Note: As an Amazon Associate, I earn from qualifying purchases.

What Is Money For You?

What is the right financial decision at all? It depends on the context, your experience, preferences and confidence. What is right for you is not right for everybody. What is right now might not be right later.

When you think about your financial life, ask yourself this simple question:

What is money? I know, it’s coins and banknotes, but what is money for you?

Write it down, please. We’ll come back to it soon.

Before we get back to money, let’s play a simple game:

Imagine that you are in the airplane flying above a dry, yellow, hot desert. Everything around is just dust and sand, except a mining town far away that you can see out of the window. Suddenly, the pilot announces that there is a problem with the engines and the plane is going down. So you end up alone, crashed in a hot desert. At least you are not injured, thank God.

The plane is going to explode and you must quickly choose only three items out of the following six:

  • water
  • parachute
  • small cosmetic mirror
  • “Edible Animals Of The Desert” book
  • map of the area
  • compass

What would you choose?

Write it down, so you can’t change it later. Don’t cheat on me!

making decisions - man in desert

Now, tell me – what is your strategy to get out of this nasty boiling-hot place? What is your plan for the next two-three hours?

Are you going to try to make it to that mining town you saw out of the window and find other humans? In this case, you’ll probably need water, the map and the compass.

Do you prefer to stay near the crash site and just wait to be found? Then water, parachute to cover from sun and mirror to signal can be very handy.

Do you see the point of this game?

Most human beings go to the objects, to picking the tools before they think about the strategy.

Money is not a strategy. Money is a tool.

It can come in many forms – cash, house, savings accounts or investments – that can be used in different ways to get you to your goals.

Focus on the strategy first. What is it you want to achieve with these tools?

Travel the world? Build a comfortable house for your family? Feel financially safe in case of an emergency? Retire early?

Then decide how you use this tool – the money – to get you where you want to be.

Behavioral Finance And Money Decisions

What is behavioral finance?

Academically speaking, behavioral finance combines research from economics, finance and psychology in order to understand the driving forces behind the financial decisions that people make.

For our purpose, we can simplify it to one of the two options: an empowering view and a disempowering view.

The empowering view of behavioral finance would be: how real people make real decisions in real life.

The disempowering view is how stupid people out there going to make very dumb decisions about their money.

When you try understanding yourself, it’s better to take away the judgmental tone, as real people aren’t perfect. I’m not perfect. You are not perfect either.

Let’s think about food for a minute. How many food decisions, do you think, everyone makes per day? Six? Fifteen? One hundred?

Usually, the estimate is around 15, but the research suggests is it’s close to 200! (Reference: Cornell study by Wansink and Dyson, 2006)

A mindless autopilot is in charge and the decisions are made without being noticed by us, blindly led by the commercialized environment that is only interested to sell more junk food to us.

As it’s impossible to fully evaluate 200 food decisions (and thousands of others), the human mind is designed to use simple rules of thumb called heuristics.

Heuristics are problem-solving methods that use shortcuts to get a good (not necessarily the best) solution with a small effort and within a short time.

For example, imagine that you need to choose between an avocado and a handful of popcorn. The popular heuristic is to think about the count of calories and consider that healthier food has fewer calories.

Sometimes, rules of thumbs led us to errors, as in this example, where avocado is actually much healthier food despite its high caloric value.

5 Beliefs That Lead To Financial Mistakes

Let’s check out five common beliefs that are actually not true and can easily lead you to wrong financial decisions or just totally hold you from taking any decision at all.

1. People Are Risk Averse

You probably think that people are risk-averse, as it’s known that losing things feels twice as bad as getting an equivalent thing feels good.

Do they always hate risk? Is a person always consistent in his or her attitude towards risk?

Let’s try this coin flipping game.

You have the choice between $20 for sure or a coin flip where “heads” is nothing and “tails” is a $100 prize.

What do you chose, the $20 bill in your wallet or flipping the coin?

About 30% will choose the promised $20 – they are really risk-averse. The remaining 70% will choose the flip. They are willing to take a risk.

In this case, the ideal rational person (who is actually risk-neutral) is supposed to prefer the flipping option, as the expected value of the outcome is higher than $20.

(If you are interested in the math, the expected value is 0*50%chance + 100*50%chance = $50)

What other factors can influence a specific person’s decision? There are many. How badly you need the $20? What impact would it have on your life? Are you hungry for food or financially safe?

Now let’s change the amounts in this game.

When flipping a coin, the prize is $20M for heads and nothing for tails. However, the risk-free choice is up to $4M as well.

What would be your choice now?

I guess, now you would prefer not to take any chances and just grab the $4M, even though it’s much less than the expected return on the coin flip which is $10M. Probably, at least 95% of people would do the same.

Why the majority of people became risk-averse in this case?

Perhaps because $4M is a huge sum that will have an enormous impact on your life and you don’t want to give it up for even for a 50% chance of getting 5 times bigger amount.

Tip: Find out what are the factors that influence your financial decisions. What are you saving for? What dollar amounts are meaningful to you? Identify them before evaluating the risk.

2. Confidence Is Good

Confidence leads to immediate actions. The lack of confidence leads to procrastination. Sounds like confidence is great, right?

But are you able to correctly access your own confidence?

Let’s take driving as an example this time. Do you feel, in general, that you are above average driver?

Majority of people do. Can it be real that the majority is above average? People want to feel like they know more than they actually do because it leads to engagement and action.

Are you confident when it comes to financial decisions?

If you are overconfident, your actions will be based on insufficient knowledge and can turn out as harmful. You might feel you know that the market has hit its lowest point and invest a big amount in stocks just before the fall continues. You might be confident that your savings account pays the best available interest, though last time you checked was five years ago.

If you are under-confident, you will be stuck with fears and inability to act at all. With so many investment options, funds and accounts, you just can’t choose the right way to invest.

By the way, research finds that there is a huge gender difference in confidence around financial decision-making. Who do you feel is more confident – Men or Women?  (The answer is men).

How can you find the right level of confidence supported by real knowledge?

Overconfident people should try to diminish their confidence to a more practical level by learning more and continuously checking that their beliefs are in line with reality.

In case you feel under-confident, you can increase the level of confidence with simply asking questions and gaining more information.

Another way that benefits both sides is bringing overconfident and under-confident people together, as it leads to discussion and making better decisions.

Why don’t you have a finance-related discussion with your partner?

Share your views on budgeting, saving and investing. What are you trying to accomplish? Do you really understand the behaviors you should be engaging in, solutions and products to get you where you want to go?

To start this conversation, I recommend signing up to Personal Capital and linking all your banking, saving and investment accounts. This free software will give you a lot of valuable information about your finances and projected retirement income.

You can read my full review here.

3. Inertia – The “Hope Strategy” Works

Inertia means keeping the same cause of action or doing nothing to change it. It’s the idea that if you don’t do anything, it will be ok. Somehow. By itself. You hope.

The key idea that creates inertia is misinformation about what the result of your action might be. You don’t really know it, so you make wrong assumptions and do nothing.

Let’s say you can invest $400 a month for 40 years and the markets are really amazing making about 10% per year.

Think and write down – how much money do you think you’ll have after 40 years?

Was it a difficult or easy calculation for you? Why?

Without a spreadsheet or financial calculator, compound interest is a difficult calculation.

Many times the perceived complexity prevents people from taking an action.

Young people, like college students, think that they will have a couple of hundreds of thousand dollars at the end of 40 years. They badly underestimate the power of compound interest and use the heuristic instead.

In this instance, the heuristic uses a linear calculation, looking to add $400 for 12 months for each of 40 years. That would be only $192,000.

In reality, money grows exponentially and you’ll have well more than 2 million dollars after 40 years under these conditions!

Unfortunately, young people making saving and investment decisions underestimate the potential future amount. They disregard the cost of waiting and not starting to save early. The misinformation creates the inertia – doing nothing.

When you think about your own financial life, one of the most important factors of saving isn’t the amount saved every month.

What do you think it is?

It’s time!

The time when you start to save.

You need to start saving now! Stop the inertia and just do it!

The easiest way to start is with Acorns app that allows you to set up any weekly or monthly contribution or just round up the charges on your credit card and invest the change.

For example, if you buy a meal for $8.55, it will round it up to $9 and invest $0.45. This way you’ll barely feel the difference, but will be able to start investing.

Personally, I also have a $25 weekly deposit set up.

The money will be automatically invested in good quality diversified funds.

Read my detailed Acorns Investment App review here.

4. Having A Lot Of Choices Is Awesome.

Most human beings are attracted to a variety of choices, to making choice decisions.

I’ve told you about food decisions before. Now think about financial decisions – what to buy, when to buy, how much to pay, what card to use ….

Are your closets full of things you actually wear? Or, maybe, with things you never wear?

These closets are the cemetery for bad purchasing decisions.

When you actually are attracted to choice, the irony is, these choices end up making you NOT take action in the way you should.

One clear example is that the more investment and saving choices people have for retirement, the less they save and invest for their retirement.

Isn’t that fascinating?

People are attracted to having those choices, but can’t make a decision.

Experiment at the grocery store has found that the more options you have, especially in certain domains, the more attracted you are to it, but the less likely you are to buy it. Maybe you just get lost in comparison?

I want you to think about how you can simplify the financial choices in front of you today?

Here are some ideas:

– Have only a couple of credit cards to pay every month.

– Put money into one or two accounts

– Let a reliable automated system to decide what funds to buy with your investment money (Acorns again!)

Simplify these decisions so you are not overwhelmed and it doesn’t create inertia in your life.

5. Semantics Doesn’t Matter

Do you think the description doesn’t matter as long as it gives the correct information?

Check out the next heuristic – the framing.

Framing heuristic means making conclusions based on the framework in which the situation was presented.

How the things are framed actually transforms the way people make decisions.

Let’s use food as an example again. Do you eat ground beef?

Take a look at it next time you are in the supermarket. Ground beef is described in terms of its leanness and fat. Each label on ground beef says how lean and how fatty it is. For example, 80% lean and 20% fat.

Do you know why saying 80% lean is not enough? You would assume that everyone should be able to understand that the remaining 20% is fat.

However, there is a law that forces the manufacturer to write both values on the label.

Why do you think we need a law that ground beef must be described with both its leanness and fatness?

The reality is that if you only mention the leanness, it tends to make people buy it more and it tastes different to that human being. The information presented changes how you actually react to that food.

The idea here is that a full description is needed in order to create an objective balance in terms of the choice between leanness and fattiness that human beings should be making.

Think about framing in your financial life, how it impacts you and the choices you make?

One example of framing can be around saving and spending. When you look at your financial resources, you can think about delaying consumption, not spending money as about something negative. That’s a negative frame. The thought “I’m going to try to budget, not spend as much as I used to” – it’s depressing and not exciting at all.

Try to reframe it in the following way: “I’m actually trying to save for my future self, so my future self can spend on things. My future self is excited about it.”

You don’t believe it works?

Go and speak to another human being that you respect that is at least 30 years older than you. Maybe your parents or grandparents.

Ask them – would they have preferred to make different spending decisions when they were younger so they could have the opportunity to spend differently when they are older.

That can give you a perspective about the types of spending and saving decisions you can make now because it’s never too late.

A positive framing is a key.

Want to learn more about Behavioral Finance and Investing? Here is one great book that explains the psychological element in investment decision-making.

How To Start Making Better Financial Decisions?

In your financial life, are you budgeting or planning? Let me explain.

When I say budgeting, I mean that you are focused on making sure you consume less than you bring in. If that’s your focus, ask yourself 3 questions from a behavioral standpoint

What are you spending on? Don’t go through the bills or credit card reports, just think about it.

Are the things you are spending on aligned with your values? Yes or no? Make it simple.

How you could start eliminating things that are not aligned with your values? Not all at once, maybe just one or two every month.

If you have the benefit of being past budgeting, meaning you are actually consuming less than you earn, then perhaps you are planning for the future – saving or even investing. That’s the whole different idea.

Think about 3 concepts for financial planning:

How much cash do you have available to meet rainy day expenses or, in other words, as an emergency fund? The amount required can be different, based on your spending habits, values. Does that amount make you feel confident, comfortable, with peace of mind in your financial life? Remember, about 40% of people say they couldn’t manage a surprise $400 expense, without borrowing money.

Your current lifestyle. How much are you spending every month? Do you really know this information? Many human beings don’t, no matter who they are. It’s going to be hard to save or use money as a tool if you don’t know how you are using it currently.

Is that spending rate sustainable? Can you spend that same amount of money for the rest of your life?

With these answers in mind, use the following steps to make better decisions for a brighter financial future.

1. Define the situation with a positive attitude

2. Decide how much risk are you willing to take and why

3. Get enough information to make a confident decision

4. Eliminate excess information. Decide on a small set of options

5. Take the action!

For example, start saving NOW – open Acorns account.

Related Posts:

How To Cut Credit Card Debt? 7 Easy Ways To Start Today

The Best Free Personal Finance Software – Personal Capital Tool Review

What Is Acorns Investment App? The Best Way To Start Investing With Little Money

12 Disgusting Ways To Save Money In Your Kitchen

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Making Financial Decisions - money house and car

What mistakes did you make?

Share your tips for better financial decisions in the comments.

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My name is Mary and I'm the owner of MoCash For You.

26 thoughts on “How Behavioral Finance Helps You With Financial Decision Making?

  • January 30, 2019 at 6:55 pm


    This article explains many of my problems with financial decision making!  I never thought to look at my behavioral self to find that my financial decisions were terrible, I am going to start to implement many of your suggestions to get myself more confident with investing which I totally neglect the why is because I know nothing about investments so it is just easier to save money instead.

    Getting out of my comfort zone of just plain saving and penny pinching might enable me to find investments that I can understand then make investments wisely increasing my savings for later in life.

    Thank you for bringing this to my attention I am sure many others are going to benefit from your article.


    • January 30, 2019 at 10:27 pm

      Hi Susan,

      I’m happy you find this post useful for you. We are just human beings, so we have to use shortcuts in making all these daily decisions, otherwise, we wouldn’t be able to move at all. Sometimes, they are not the best ideas.

      Being aware of the psychological processes behind the decision making can help us to change the actions to better ones.

      The problem with savings is that the risk-free interest rate (about 2.2% now in the US) is usually lower than the inflation, so basically you are losing money, as you will be able to buy less with this money after 10 years.

      Acorns is one of the great options to people who don’t understand financial markets, don’t have a lot of money to justify hiring a financial manager and are not willing to put a lot of time and effort in learning the investment process.

      Acorns makes the investment process simple, offers good enough investments and allows you to learn on the go, as your little account grows.


  • January 30, 2019 at 6:41 pm

    Great article, very entertaining and learnt some stuff which is great – amazing how the brain works with risk, loved the $4ml flip a coin story, I wish someone would actually give me that test, I would be a welcome guinea pig!

    The concept of saving a little every day automatically is great, as it is I hate to have lose change in my pocket, so rounding everything to the nearest whole  number would not be noticeable in the slightest to most people. I will go and checkout an Acorn account, do you happen to know if this is fully integrated into your own account, or would you need to transfer over to them – also, not yet sure if they take UK customers?

    • January 30, 2019 at 10:19 pm

      Hi Bryan,

      I’m so glad you enjoyed this post!

      Acorn works in the US. You link your credit card and banking account and it automatically charges the account with the roundups or/and weekly deposits. You don’t need to do anything after the initial sign up for Acorns.


  • January 30, 2019 at 6:32 pm

    Incredible article Mary!

    I really loved your tests throughout. They really opened my eyes, my mind to where I am and where I’m heading if I don’t make any changes.

    My mistake is using the hope strategy. I did start young with investing but once I had it all set up I never really went back to it to make sure they are the best investments. I just hoped that they were the best and figured that at least I am investing so that is better than not investing.

    I’m going to bookmark this article and read it again and make notes on a whiteboard near my computer where I do my finances. 

    How did you learn all this stuff?  Amazing!

    • January 30, 2019 at 10:16 pm

      Oh, Paul, you made my day!

      I have MBA in finance and read related stuff all the time. Finance is my passion. I love sharing these ideas and helping people to learn and get financially healthier.

      The funny thing is that I still make the same mistakes myself. I don’t check my investments all the time and let them be. Is it the hope strategy or just my way of simplifying the choices?

      Thanks a lot for visiting


  • January 30, 2019 at 6:21 pm

    It’s just like this article was meant for me. I have the confidence and I do have a lot of ideas but yet the financial decisions I am making are not yielding positive results which I want but reading this article has opened my eyes to things I don’t know and things to correct and things to follow to be able to make the right financial decision, I’m really glad I came across this information.

    • January 30, 2019 at 10:12 pm

      Hi Lok,

      You are not alone. Everyone is sometimes lost in choices and makes mistakes or just doesn’t take any action.

      The better understanding of the mental processes helps to notice the biases and heuristics and prevent them from damaging your financial decisions.

      It’s better to take a good decision (even if not the best) than do nothing.

      Action is the key!


  • January 30, 2019 at 6:19 pm

    Financial mistake is the bane of success among new investors, that is investing without a risk assessment. This is where financial management is important in decision making, so as to avoid loss. It is usually good to learn from others mistakes and make a good plan that prevents financial loss. Greed is also a factor for financial recklessness.

    • January 30, 2019 at 10:09 pm

      Thank you Chris for your inputs. You are right about greed.

  • January 26, 2019 at 11:28 pm

    Thanks for this thorough article on financial decision making, bookmarked it for later, love the parts about the main part of our brains that subconsciously recognizes and repeats patterns until told otherwise, inertia, and to just get started investing. That was my #1 mistake in the past, neglect. One neglect often leads to another. Neglect to do wise things with your money you’ll probably neglect to do wise things with your time. Neglect to do wise things with your time you’ll probably neglect to do wise things with your business. Pretty soon neglect gets you in a bind. Invest in yourself, make decisions, take action. Wondering if you have any reviews on the Robinhood App? 

    • January 27, 2019 at 9:06 am

      Hi Steven,

      I see that you understand the point! Many times picking a good option is much smarter than the endless search for the best one. We need to stop at “good enough” and move on to the next decision. This is how I see Acorns for the beginner investor.

      I don’t have the Robinhood App review now, but I might look at it in the future, as it definitely fits in the scope of this website.

      Thank you for stopping by


  • January 26, 2019 at 11:12 pm

    Well said. A lot of us make wrong financial decisions. Our wrong financial decisions could be not able to take the right step to get the money because of fear of failure. Secondly, some of us are not risk averse but when we finally get the money, we would fail on how to manage it properly.

    Thanks for pointing out ways of taking good financial decisions and I hope this article you wrote will help many.

    • January 27, 2019 at 9:02 am

      Thank you, Kenechi

      The fun thing is that the same person can be risk-averse in one situation, and not in another. There is more to it than simple rational calculations. For example, if you need to decide on buying a house or renting, it’s not pure calculations of real estate market projections. Renting means flexibility, owning means security and the feeling of “home” that you want to design as you wish.

      We are human beings and it can’t be ignored by dry science.


  • January 26, 2019 at 11:04 pm

    Thanks for making this post on Behavioral finance I find it really important. Making some financial mistakes is bound to happen we are not perfect, Not making any financial decision or mistake is worse it means we are not learning or growing at all. I found all your illustrations insightful and apt. In all of this financial Education and Experience is king. Great article

    • January 27, 2019 at 8:57 am

      Thank you for the kind reply. I want to help people to know their money better. Learning from other’s mistakes is one of the ways to understand how our minds work when taking financial decisions.


  • January 26, 2019 at 10:55 pm

    I love your site Mary!! I feel like this game would be a great ice breaker for a financial group! Hubs and I both participated and found we would choose different objects because we would have different goals!

    We married (almost) a year ago and budgeting has been a lifesaver. We have been able to plan and start our emergency fund. Which has been a stress reliever because we have been in situations where we would not have otherwise had the money.

    I look forward to reading your next post!

    • January 27, 2019 at 8:55 am

      Thanks, Veronica!

      I really recommend Personal Capital for couples to look together on a monthly basis, in addition to budgeting. It helped me to worry less, as part of my worrying about money was simply not knowing how much I really have and is projected to have in the future.


  • January 26, 2019 at 10:55 pm

    Hello Mary – I really enjoyed your article. You are such an incredible writer and love the use of stories and games. It really helps to drive the point. I took a financial course 2 years ago to learn some strategies (as you stated in your article) to pay off debt and I am pleased to say it has been working. It’s a wonderful feeling to get a “paid in full” notice. I am now at the point that I still have ways to go, but I also want to start investing or saving my money more. I have seen acorns before and I believe I downloaded the app at one point. But I am type of person if it seems to complicated to learn quickly, I lose interest and move on. I didn’t quite understand the full concept on how it works. Do you have an article maybe that you have written or a review on acorns? That will be most helpful and I then, once I understand how it works try it out again. 

    Thanks also for all the wonderful times you offered as well. Really made me think. Will bookmark your site, I can really learn a lot from you. Blessings! 🙂

    • January 27, 2019 at 8:52 am

      Thank you for the kind words. Actually, the Acorns review is long due on my plate. It might be my next post. Stay tuned! You can subscribe to my list, then you won’t miss it for sure.


  • January 26, 2019 at 10:49 pm

    Boy if I had a financial teacher like yourself when I was in school I can only imagine where I would be financially. That was well written and awesome with a ton of great financial advise rolled into one article. We should all be looking at money as a tool. 

    • January 27, 2019 at 8:50 am

      Thank you, Cathy,

      At some point, I might create a Financial Literacy series for kids and adults. Hope it helps to get a bit better perspective about the role of money in our lives.


  • January 26, 2019 at 10:49 pm

    Thanks for this informative article, it really goes a long way In explaining how to make effective financial decisions,  I fall under the category of those who use to see money as a necessity and not a tool, this post changed the opinion I had about making financial decisions and made realize I have to think of a strategy before thinking of applying the tool (money).

    • January 27, 2019 at 8:47 am

      Hi Seun,

      It’s so normal and common to want money just for the sake of having it. I’m guilty myself in forgetting why I need it and not spending on great experiences (my value). We can make more money, but we can’t get back our time and ability to do things. So the goal should be remembered all the time.

  • January 26, 2019 at 10:43 pm

    Really interesting article. I enjoyed it. As someone who’s fascinated with psychology this is a really cool mashup of psychology and where the brain takes you when dealing with finance and stressful financial situations. I liked this. When we study human nature and especially some of the misconceptions out there it’s like a giant light turns on and you’re able to see things through a new lens. Nicely done!

    • January 26, 2019 at 10:48 pm

      Hi Eric,

      I’ve studied finance for my MBA and behavioral finance was part of the curriculum. It’s really surprising how the theory of Rational Man doesn’t work in reality, but still many financial models are based on rationality.

      We are humans, we can’t calculate everything. It’s good to be aware of own biases and know how to bypass them. Sometimes the secret is in making things simple.

      Thank you for stopping by.



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