THE USE OF NEUROSCIENCE IN UNDERSTANDING FINANCIAL BEHAVIOR (Atena Editora)

Abstract

This article approaches financial education within the context of neuroscience and how its study is able to help in the understanding of decision-making and financial behaviors. Such an approach is necessary due to the great difficulty found in changing financial behaviors based on consumption and quick rewards, as seen on a large scale in Brazil. The purpose of this study is to conceptualize some of the various neurological aspects that happen in the human brain at all times, and how the understanding of its functioning can help the understanding of the financial profile of each individual, enabling the construction of healthy financial habits with a greater understanding of their neural triggers, providing better control over changing financial behavior. This purpose is achieved through a literature review, where secondary data were collected through document analysis. This work proposes a discussion between neuroscience and the study of financial education, which has shown that, based on neuroscience principles learned during the process, it is possible to identify how the human brain reacts when faced with the need to change behavior, as well as new information to be treated about finances, thus being able to understand how the brain will instinctively respond, and inferring the possibility of making use of these factors to help financial change in a more assertive and lasting way.