Resistenzen bei Anlageentscheidungen und die Relevanz der Emotionalität in der Kundenbeziehung

Constantin Schubart and Carolin Bernardy

IU Discussion Papers - Business & Management from IU International University of Applied Sciences

Abstract: In times of low interest rates, bank customers must try to diversify their portfolios. Nevertheless, customers usually stick to traditional investments and do not take advantage of stock-market potentials. This is mostly due to irrational reasons. Banks also have a strong interest in strengthening stock trading. The deposit overhang not only deprives them of their original source of income, but also generates additional costs. By shifting funds to affiliated partners or to a stock portfolio managed by the bank, the institution would benefit twice. Using behavioral finance, we investigate customers' resistance to stock trading and establish a working strategy. Our study with 441 participants makes it clear that banks and financial advisors need to focus strongly on emotionality in order to successfully approach customers. Various instruments can help to break down resistance among customers against stock market and help to get the best outcome for the customers' investment.

Keywords: Behavioral Finance; Anlageverhalten; Bank; Strategie (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
New Economics Papers: this item is included in nep-ger
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhbm:8juli2022

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