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Money value, risk perception and behavior: : evidence from the Brazilian market.
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Academia Revista Latinoamericana de Administración, v. 37, n. 4, p. 578-600, 2024.
LOPES, Luis Felipe Dias; SANTOS, Anavaléria Vieira; SILVA, Deoclécio Junior Cardoso da; SONZA, Igor Bernardi; BAGGIO, Daniel Knebel; MOURA, Gilnei Luiz de; SILVA, Wesley Vieira da; VEIGA, Claudimar Pereira da.
Artigo
Lopes, Luis Felipe Dias
LOPES, Luis Felipe Dias; SANTOS, Anavaléria Vieira; SILVA, Deoclécio Junior Cardoso da; SONZA, Igor Bernardi; BAGGIO, Daniel Knebel; MOURA, Gilnei Luiz de; SILVA, Wesley Vieira da; VEIGA, Claudimar Pereira da.
Purpose – This research sheds light on the distinct decision-making behaviors and perceptions related to the
value attributed to money, uncovering nuances in the interrelationship between money valuation and its
ensuing influence on risk perceptions and related behaviors, mainly focusing on financial education.
Design/methodology/approach – Executed in the Brazilian market, this study employs a quantitative
approach, encompassing 663 participants and deploying comprehensive statistical methodologies –
principally, structural equation modeling based on variances – to scrutinize the amassed primary data. Findings – The insights from the study reveal a significant impact of both negative money value (NMV) and
positive money value (PMV) on participants’ financial decisions, profoundly shaping perceptions, acceptances
and responses to risk. Consequently, this study underscores the pivotal role the perceived value of money
plays in sculpting financial behaviors and formulating risk management strategies. Distinctly, this research
emphasizes intrinsic monetary values, extending unprecedented insights by delineating aversive behaviors
toward losses and risks and probing the repercussions of both negative and positive monetary values.
Originality/value – It acts as an avant-garde exploration, unveiling new perspectives on upcoming
consumers’ anticipated financial decision-making approaches and pinpointing areas warranting deeper
exploration and comprehension within the fluid consumer market landscape.
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