Behavioral Economics: The Human Quirk in Financial Decisions

Behavioral economics pulls back the curtain on the irrational ways we often handle money. We’ll unravel the mysteries of human behavior in economic decisions, enriching readers’ understanding of why we often act against our financial best interests. At times perplexing, often downright baffling, the mental pathways we take in making financial choices can be a source of both frustration and fascination. Join me in exploring this intriguing aspect of our financial lives, one that marries psychology with the cold, hard numbers of economics.

Our brains are hardwired with shortcuts and biases. These mental tools served us well in our evolutionary past, allowing us to make quick judgments in a world filled with potential dangers. But in today’s complex financial landscape, these same shortcuts can lead us astray. Let’s examine how.

Cognitive Biases:

Cognitive biases are systematic errors in thinking that affect the judgments and decisions we make. Think of them as mental glitches that can derail our financial judgment. One common example is the “confirmation bias,” where we seek out information that confirms our preexisting beliefs, ignoring evidence to the contrary.

In my practice, I’ve witnessed clients clinging to a failing investment simply because they believed in the company’s mission. They ignored clear financial indicators, seeking only information that supported their decision to hold onto the stocks. Understanding this bias helped them reevaluate their choices.


Heuristics are mental shortcuts that help us make quick decisions without exhaustive analysis. These can be incredibly useful, but also have their pitfalls. A classic heuristic in financial decisions is the “representativeness heuristic,” where we judge probabilities based on resemblance. If a company looks successful (flashy branding, charismatic CEO), we may overestimate its potential profitability.

A couple I counseled were swept away by the glamour of a new tech start-up. The founder’s confidence and the company’s slick appearance convinced them to invest heavily. Sadly, they didn’t dig deeper into the financials, and the company’s surface shine masked underlying instability. Recognizing their reliance on this heuristic allowed them to reframe their investment strategy moving forward.

Do you see yourself in these biases and heuristics or recognize the deeply human quirks that influence financial decisions? By shedding light on our mental mechanics, we can begin to make more deliberate and rational choices with our money. It’s a journey of self-discovery, where economics meets the mirror of the human psyche.

Cognitive Dissonance and Financial Harmony

Cognitive dissonance, a psychological concept that refers to the mental discomfort we experience when holding conflicting beliefs or values, often comes into play with money matters. This discomfort can drive us to make financial decisions that align more closely with our self-image or values, sometimes to our detriment.

Consider the story of a young professional I worked with, who prided himself on being financially savvy. He believed in investing in low-cost, diversified funds but was tempted by a high-risk, high-reward venture. The lure of potential riches created a dissonance between his self-image as a prudent investor and the thrill of a gamble.

To reconcile this internal conflict, he started to rationalize the high-risk investment, telling himself it was a “calculated risk” and that he “deserved a chance at big gains.” Unfortunately, he ignored the warning signs and ended up with a significant loss.

This experience with cognitive dissonance isn’t unique to him. Many of us face similar conflicts in our financial lives. How we navigate these internal struggles significantly affects our financial decisions and outcomes.

  1. The Power of Self-Perception: Our self-image, how we perceive ourselves, plays a critical role in our financial choices. We may see ourselves as thrifty, adventurous, conservative, or generous, and these perceptions guide our money decisions.For example, a client who viewed herself as a generous person found herself repeatedly lending money to friends and family, often to her financial detriment. Her need to align her actions with her self-image of generosity led to strained finances and relationships.
  2. Value-Based Decision Making: We all have core values that guide our lives. These values often influence our financial decisions, sometimes in ways that might not be financially sound.A client couple I counseled had strong environmental values and wanted to invest solely in green companies. However, their desire to align investments with their values led to an imbalanced portfolio that lacked diversification. It took a careful reevaluation and an understanding of their underlying motivations to create a portfolio that honored their values without compromising financial security.

By exploring cognitive dissonance and its role in financial decisions, we gain insight into the deeply personal and often complex relationship between our beliefs, values, and money. Recognizing and understanding this connection allows us to approach our financial lives with greater self-awareness and make decisions that are both financially sound and emotionally satisfying.

Understanding ourselves, with all our quirks and contradictions, becomes not just a psychological exercise but a pathway to financial well-being. It’s where the head meets the heart, and our wallets reap the benefits.

The Sunk Cost Fallacy and the Road to Financial Recovery

The sunk cost fallacy is a phenomenon that plagues even the most astute among us. It’s a psychological trap where we continue a behavior or endeavor based on our previously invested time, money, or effort, even when it’s no longer beneficial. In the world of finance, this can translate into holding onto failing investments, continuing failed business ventures, or pursuing financial paths that no longer make sense.

I recall a family I worked with who had invested heavily in a small business that was clearly failing. They’d poured not only money but also their hopes and dreams into this venture. The more they invested, the harder it became for them to accept the reality that it was time to walk away. Their previous investments had become a psychological anchor, pulling them deeper into financial instability.

This attachment to sunk costs is often driven by a fear of loss and failure, emotions that can cloud our judgment and lead to poor financial decisions. Let’s look at some aspects of this fallacy:

  1. The Emotional Weight of Investment: When we invest our money, time, or energy into something, it becomes more than a mere financial transaction; it becomes a part of our identity. The fear of losing what we’ve invested can lead to irrational decisions. Consider the story of an elderly couple I counseled. They had invested in a vacation property intending to retire there, but their plans changed. Despite the financial burden, they clung to the property, unable to sell it. The sunk costs in the property had become an emotional burden, a symbol of unfulfilled dreams. Only after addressing these emotional connections were they able to make a sound financial decision.
  2. Recognizing and Overcoming the Trap: The first step in avoiding the sunk cost fallacy is recognizing when we are under its sway. Understanding that past investments are gone and cannot be recovered can free us to make decisions based on current circumstances and future benefits. I’ve guided many clients through this process, like a young entrepreneur who kept investing in a product that wasn’t selling. He was emotionally invested in his idea and couldn’t let go. Together, we assessed the situation from a fresh perspective, allowing him to see that the money and effort were gone, and it was time to pivot. This realization empowered him to move on to more successful ventures.

The sunk cost fallacy is a powerful reminder that our financial decisions are never just about numbers; they are intertwined with our emotions, identities, and dreams. By recognizing this connection and learning to navigate it with awareness, we can make wiser financial choices that align with our current reality and future goals.

In the end, the path to financial recovery is often a journey of letting go, where accepting the loss of what’s sunk opens the door to new possibilities. It’s a financial lesson wrapped in human nature, where the wisdom of moving forward is found in the willingness to leave something behind.

Financial Infidelity – A Hidden Strain on Relationships

Money, as many know, can be a significant source of conflict in relationships. But beyond disagreements over budgets or spending habits lies a more insidious issue: financial infidelity. This term refers to the act of hiding or lying about financial matters within a relationship, and it’s a phenomenon I’ve encountered numerous times in my practice.

Take, for instance, the story of a couple who seemed to have it all together. They were both successful, shared common goals, and appeared to communicate well. However, a hidden credit card, filled with charges for luxury items one partner had concealed, created a breach of trust that shook their relationship’s foundation.

Financial infidelity is not limited to extravagant spending; it can encompass hidden debts, secret accounts, or even clandestine investment decisions. Its impact can be profound, leading to erosion of trust, feelings of betrayal, and even the breakdown of relationships. Let’s explore some facets of this complicated issue:

  1. Understanding the Motivations: Understanding why financial infidelity occurs is crucial to prevention and healing. Sometimes, it’s driven by shame or fear, other times by control or rebellion. A woman I worked with kept secret loans from her husband. She had taken them to help her sister and was ashamed to admit the need for financial help. Her intentions were compassionate, but the concealment led to mistrust and conflict in her marriage.
  2. Communication Breakdown and Repair: Financial infidelity often occurs in an environment where open communication about money is lacking. Creating a space where both partners can openly discuss their financial feelings, fears, and goals is vital. I once helped a couple where one partner had hidden investment losses. He feared his partner’s reaction and wanted to fix it himself. Through counseling, they learned to communicate more openly about their financial expectations and fears, repairing the trust that had been damaged.
  3. The Path to Healing: Healing from financial infidelity requires recognizing the issue, understanding the underlying emotions, and rebuilding trust through transparency and communication. The path to healing isn’t always smooth. A client couple grappling with hidden gambling debts faced painful truths about addiction and denial. Through ongoing support and commitment to transparency, they were able to rebuild their financial and emotional lives together.

Financial infidelity is a hidden strain that can have lasting impacts on relationships. By recognizing its signs and understanding its roots, couples can work to prevent or heal from these betrayals. In the end, the monetary aspect may be the surface issue; the true value lies in the trust, communication, and emotional connection that money can symbolize in a relationship.

The lesson here transcends numbers and accounts; it’s about honesty, understanding, and empathy. It’s a financial conversation that, at its core, is profoundly human, reflecting our desires, fears, and connections. It’s a topic where money talks, but emotions speak louder, and finding that harmonious balance is key to both financial and relational well-being.

The Psychology of Scarcity – When Less Becomes More

In the field of economics, scarcity refers to the basic economic problem of having seemingly unlimited human wants in a world of limited resources. But scarcity isn’t just an economic principle; it’s a psychological state that can affect our financial behaviors and overall well-being.

I’ve seen the psychology of scarcity play out in various ways through my practice. One single mother I worked with was constantly juggling bills, making tough decisions about what to pay and what to delay. This ongoing financial stress affected not only her money decisions but her mental health, relationships, and even her performance at work.

The psychology of scarcity isn’t just about having limited resources; it’s about feeling that there is never enough. This feeling of constant lack can lead to a scarcity mindset that impacts various aspects of our lives:

  1. Decision Fatigue and Tunnel Vision: The constant stress of scarcity leads to decision fatigue, where the mental load of continually juggling resources leads to exhaustion. This fatigue can narrow our focus, leading to tunnel vision where we concentrate on immediate needs at the expense of long-term planning. I once counseled a man who was so consumed by his immediate financial struggles that he lost sight of his long-term goals, like saving for retirement or his children’s education. The pressure of scarcity had created a tunnel vision that obstructed his ability to plan for the future.
  2. Scarcity’s Impact on Relationships: A scarcity mindset can put a strain on personal relationships. When we feel there isn’t enough, whether it’s time, money, or emotional energy, it can create conflicts and resentment. A couple I worked with fought constantly over money. They were both working long hours, feeling the scarcity of time and financial freedom. This constant feeling of lack strained their relationship and communication, turning their home into a battleground rather than a sanctuary.
  3. Breaking the Scarcity Cycle: Overcoming a scarcity mindset requires recognizing the patterns and working to create a sense of abundance. This might mean reevaluating priorities, setting realistic goals, or seeking professional help to create a financial plan that alleviates stress. I’ve worked with clients who have transformed their relationship with money by shifting their focus from what they lack to what they have, creating a budget that aligns with their values, and cultivating gratitude for their resources.

The psychology of scarcity is a complex and often self-perpetuating cycle that affects more than just our wallets. It reaches into the very fabric of our lives, influencing our relationships, mental health, and overall quality of life.

Understanding this psychological dimension of scarcity allows us to approach our financial lives with greater empathy and awareness. It’s not merely about balancing budgets or making ends meet; it’s about recognizing the profound human experience behind the numbers.

The path through scarcity is a journey towards abundance, not only in our bank accounts but in our understanding of ourselves, our relationships, and our connection to what truly matters. It’s an economic principle with a human heartbeat, where less can indeed become more.

Financial Mindfulness – The Art of Being Present with Your Money

In a world saturated with constant noise, endless choices, and relentless demands, the practice of mindfulness has found its way into various aspects of our lives, from our mental well-being to our relationships. But what about our financial lives? The concept of financial mindfulness might seem foreign, but it’s an area where the principles of being present, aware, and intentional can have profound impacts.

I remember a client, a successful businesswoman, who was always on the move, always planning her next step. Her financial life was a whirlwind of investments, expenditures, and constant growth. Yet, she felt disconnected from her money, uncertain about her true financial desires and needs. Her financial decisions were driven more by habit, fear, or external pressures than by conscious choice.

Financial mindfulness is about connecting with our money on a deeper level, understanding what it means to us, and making financial decisions that align with our values, needs, and goals. Here’s how this practice unfolds:

  1. Awareness of Spending Habits: Financial mindfulness starts with being fully present with our spending. It’s about understanding where our money is going and why, without judgment. A young couple I counseled was struggling with overspending. Through mindful examination, they realized that much of their spending was driven by social pressures and a desire to keep up appearances. This awareness allowed them to align their spending with what truly mattered to them, leading to financial harmony.
  2. Connection to Financial Goals: Mindfulness in finance means being connected to our financial goals, not just setting them arbitrarily or out of obligation. Working with a retiree who felt lost in his financial planning, we used mindfulness techniques to connect with what he truly wanted from his retirement years. This connection to his authentic desires guided his financial decisions, creating a retirement plan that felt fulfilling and purpose-driven.
  3. Embracing Financial Emotions: Our financial lives are intertwined with our emotions, whether it’s fear, joy, guilt, or ambition. Financial mindfulness encourages us to embrace these emotions, understanding how they influence our financial behaviors. A client who feared investing because of a past loss learned to recognize and work with this fear through financial mindfulness practices. By understanding his emotional reaction, he was able to make investment decisions based on facts and logic rather than fear and past experiences.

Financial mindfulness is not about having more money or finding the perfect investment strategy. It’s about being present with our financial lives, understanding our behaviors, connecting with our values, and making intentional financial choices.

This approach to money transcends spreadsheets and bank balances; it’s a holistic perspective that sees our financial lives as part of our human experience. It’s a path that recognizes that our relationship with money is a reflection of our relationship with ourselves.

In this financial landscape, mindfulness is more than a buzzword; it’s a practice that can bring clarity, purpose, and fulfillment to our financial journey. It’s where finance meets philosophy, and where the balance sheet becomes a blueprint for a life well-lived. It’s about money with meaning, numbers with nuance, and a financial path paved with presence and purpose.


  • Lily Kensington

    Lily Kensington is a financial psychologist, a proud member of the ANZA Psychological Society, and a passionate advocate for financial wellness. A former high school English teacher and psychology graduate, Lily brings a unique perspective to her writing that blends the intricacies of psychology with the world of finance.Over the past decade, Lily has dedicated her life to helping individuals and couples navigate their emotional relationship with money. Her empathetic and intuitive approach, honed through her counselling practice, breaks down complex financial concepts into relatable and practical advice. Lily's writing often reflects her personal journey as a single mother, providing valuable insights and support for fellow single parents navigating the world of personal finance.In addition to her numerous contributions to wellness and personal development blogs, Lily is the author of the book "The Heart of Money: A Psychological Guide to Financial Wellness."In front of the camera or behind the pen, Lily's mission remains the same: to help others achieve financial peace by understanding the psychology of money.

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7 thoughts on “Behavioral Economics: The Human Quirk in Financial Decisions”

  1. I’ve never made good financial decisions. I once sold a pig to a man with a loose tooth. My mama said that was bad luck and i’ve had nothing but intolerable luck since. I’m going to camp in the woods the fall and see if i cain’t break this curse with wood magic.

  2. Behavioral economics is just psychology dressed up with equations. Sure, it’s interesting, but can it really predict markets better than classical economics?

  3. Not to be sarcastic but Wow, this article opened my eyes! I never knew how much our irrational behaviors could affect entire economies. Time to re-think how I make decisions

  4. The postbrings to light the nuanced interplay between cognition and market forces, particularly illuminating Daniel Kahneman’s ‘Thinking, Fast and Slow.’ However, it would benefit from exploring the criticisms surrounding ‘nudge theory.

  5. As a business owner, I can see the real-world applications of this. We always assume customers will make logical choices, but this reminds us that emotions and biases often rule the day.

  6. This reminds me of the time I lost a bet in the stock market, thinking I had outsmarted everyone else. Little did I know, my overconfidence was my downfall. Behavioral economics explains so much of what we don’t even realize we’re doing wrong.


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