The changing income and debt patterns among Americans and an increasingly complex financial services environment have led many to wonder about the average consumer’s ability to make good personal financial decisions without formal training. This paper introduces a new theoretical model to explain the increased incidence of overspending and under-saving in the United States. The model is influenced by the level of advertising put forth by firms and consumers’ level of financial knowledge. Analysis of an original dataset collected at the Federal Reserve Bank of Kansas City is used as support for the influence of financial knowledge in this conceptual framework. The effects of financial education are discussed at great length as it is a likely means of increasing financial knowledge. On the whole, study results support our contention that financially literate individuals demonstrate financial behaviors that are considered to be more optimal in the context of our theoretical model.
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