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Resistenzen bei Anlageentscheidungen und die Relevanz der Emotionalität in der Kundenbeziehung

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  • Schubart, Constantin
  • Bernardy, Carolin

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.

Suggested Citation

  • Schubart, Constantin & Bernardy, Carolin, 2022. "Resistenzen bei Anlageentscheidungen und die Relevanz der Emotionalität in der Kundenbeziehung," IU Discussion Papers - Business & Management 8 (Juli 2022), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhbm:8juli2022
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    References listed on IDEAS

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    1. Hermut Kormann, 2013. "Gewinnverwendung und Vermögen," Springer Books, Springer, edition 127, number 978-3-658-00277-0, December.
    2. Stephan Heinrich, 2017. "Content Marketing: So finden die besten Kunden zu Ihnen," Springer Books, Springer, number 978-3-658-13899-8, December.
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      Keywords

      Behavioral Finance; Anlageverhalten; Bank; Strategie;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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