2.1. Consumers’ Cognitive Biases
When selecting financial products and services, consumers should be guided by the principle of rational choice and consider a range of factors, not just cost in absolute terms. European legal regulations guarantee access to multidimensional information on the features, costs, consumer rights and risks related to a given loan product. Rational credit decisions therefore arise from knowledge, personal experience or are the consequence of seeking financial advice. In practice, however, consumers tend to decide to take on high risks based solely on a spurious comparison of available options or make decisions spontaneously without even a basic analysis. This phenomenon does not pertain to a specific cultural or social group; nor does it only concern selected regions or countries.
In practice, many individual patterns of consumer behavior are repeated, and are noticeably inconsistent with the results of an objective appraisal of the situation. According to Thaler, the source of such phenomena are heuristics and cognitive biases. They are sometimes explained as imitative actions taken by individuals ‘in a hurry’ or based on a possibly skewed understanding of ‘common sense’. In neoclassical economic theory, heuristics and cognitive biases can only be committed randomly, and can be ignored due to their rarity and because they often cancel each other out. However, Thaler’s research showed that there are situations in which errors are not rare and random, but of a systemic nature (Thaler, 2015).
One theoretical explanation may be behavioral prospect theory (Schlinger, 2009), which is related to the framing effect (Tversky & Kahneman, 1981; Mcelroy & Seta, 2003) – how the situational context changes the criteria based on which consumers form their opinions. In theoretical models, the method of presenting a financial offer is irrelevant, because a rational consumer makes a choice only based on known and measurable objective criteria. In practice, however, I am aware that how the offer is presented may influence the choices made. Therefore, the ethics of salespeople and their manner of presentation are crucial when it comes to the actual purchase of financial and investment products.
In the light of rational choice theory (Hausman, 1995), people make decisions in such a way as to maximize their utility. Thaler points out that often supposedly irrelevant factors (Thaler, 2015 [NYT]), previously considered marginal, can significantly affect both the financial decisions made and the level of satisfaction with these decisions. Here, for example, one might cite the disastrous – albeit strongly opinion-forming – impact of unprofessional financial advisors, such as online influencers or sales made by persuasive telemarketers.
At the core of human nature lies loss aversion – we value goods that we own more highly than those with similar features and values but belonging to other people (Kahneman et al., 1990) . Similarly, what they have now is valued higher than what they could potentially have. This is known as the endowment effect and is particularly relevant from the perspective of the financial market (Thaler, 2015).
Mental accounting (Thaler, 2004) is an extremely relevant factor that sways consumers' decisions on the credit market. Whether consciously or subconsciously, when managing their household budget, people make decisions assuming a lack of income flexibility in their household. In circumstances where the level of remuneration is fixed, costs are also allocated in the same way. Therefore, loan offers are analyzed from the perspective of fixed costs and having to then secure enough funds to be able to repay the loan. Therefore, any shift in the cost of credit represents an extraordinary windfall for the consumer (when interest drops) or an unforeseen cost (when it rises).
The overconfidence effect is quite common and here individuals tend to overestimate their own abilities. From the perspective of the financial market, the key here is the ability to appraise the likelihood of future negative outcomes, and a lack of such skill may lead to the underestimation of risk.
2.2. Modern Perception of Financial Literacy and Learning Methods - Conclusions from Research
Seen from the perspective of economics, financial knowledge as a concept includes a few different aspects of personal finance management. It is a key skill that helps individuals make informed financial decisions, plan, and achieve their personal financial goals. The key elements of financial knowledge involve the following: budgeting, investing, using credit, retirement planning, and tax knowledge. When individuals have similar levels of knowledge, a factor that moderates the results obtained is strongly correlated with skill sets: the ability to compare financial products and to negotiate financial contracts
What this means is that financial literacy should enable people to achieve much more than just their financial goals. A study by Burkhauser, Gustman, Laitner, Mitchell and Sonnega explains that older people’s sense of financial well-being does not depend on current income and accumulated assets but in time allocation of consumption opportunities (Burkhauser et al., 2009). In this way, they justify the notion that financial literacy offers greater utility throughout a consumer’s life. According to Lusardi and Hastings, financial knowledge is the ability to avoid unwanted and costly financial experiences (Lusardi, 2008; Hastings & Mitchell, 2018)
Studies have repeatedly shown that poor financial knowledge translates into limited participation on the financial market. Research by van Rooij, Lusardi and Alessie confirmed that people with weak financial knowledge tend not to own shares and stocks (van Rooij et al., 2007). Financial literacy not only increases consumer participation in the financial market, but also means that they may decide to implement well-thought-out and safe investment strategies. Disparities in the level of financial knowledge acquired early in life imply significant wealth inequality in adulthood (Lusardi & Mitchell 2014, 2017).
Research has confirmed that the presentation format of financial information influences the choices made by those with less financial knowledge (Hastings & Mitchell, 2018). Hundtofte and Gladstone also proved that consumers using mobile applications made by loan companies are much more likely to demonstrate impulsive purchasing behavior and are more willing to take out payday loans (Hundtofte & Gladstone, 2017). Another study yielded some interesting findings indicating that financial literacy negatively correlates with investment in cryptocurrencies (Panos et al., 2019). Research by these authors indicates that less financially educated consumers do not understand the sources of risk associated with purchasing cryptocurrency and having succumbed to overconfidence bias, they are more likely to take on excessive investment risk.
Bandura’s social learning theory posits that behavioral learning occurs not only through reactive and operant conditioning, but also by observing other people’s behavior (Bandura, 1986; Skinner, 1957). This theory assumes that new patterns of behavior are acquired via two key mechanisms:
Learning by consequences, which is like operant conditioning, involves consciously constructing hypotheses regarding what actions, and under what circumstances, have led to desired results.
Modeling, where behavior is based on the observation of other people’s actions and their consequences.
Both mechanisms proposed by Bandura can be successfully related to financial knowledge, but they are not mechanical in nature. Therefore, they require focus and awareness – we learn from how we interpret events. A classic example of this is a proposal offered by George Moschis and Gilbert Churchill (Moschis & Churchill, 1978), who distinguished three theoretical elements relevant to changes in consumer socialization: initial structural variables, the socialization process and outcome variables. The initial variables include the structural properties of the environment, such as social class, gender and race, and age and place in the life cycle. They stated that the socialization process runs according to learning mechanisms based on observation, imitation and modelling. This basic scheme of the learning process and the socialization factors mentioned by the authors were supplemented with explanations from other theories, such as: Piaget’s theory of cognitive development, Eagle’s theory of social role modelling (Eagly, 1987), Bandura’s learning model or Bronfenbrenner's theory of ecological systems (Bronfenbrenner, 1986).
Supporters of the view that financial education has a key impact on safe and universal access to the financial market refer to the primacy of knowledge and reason over the emotions that go hand in hand with consumption. People with knowledge and established positive behavior patterns should act rationally, make rational choices about financial products and services without falling prey to consumerism. However, in practice, consumer research shows that despite having relatively well-developed financial knowledge, awareness and understanding of economic concepts, a statistically significant number of people do indeed make incorrect financial decisions that are difficult to explain. So, does human nature defy scientific and educational consistency here?
Research related to financial literacy carried out on behalf of the OECD (OECD, 2016, 2020), indicates a gradual improvement in EU countries consumers. For example, in 2020 Polish consumers achieved a score of 13 out of 21 possible points, indicating that 62.1% of the population feels confident in financial matters and is not far behind the leading countries in the ranking. This is an increase from their 2016 score of 11.6 points. Slovenia emerged as the top performer in the 2020 ranking with 14.7 points, where 70% of the population claimed proficiency in financial knowledge and skills. Austria followed closely behind with a score of 14.4 points, and 68% of its population demonstrating financial competence. Conversely, Italy (11.1 points) and Romania (11.2 points) recorded the lowest financial literacy results (Rutecka-Góra, 2020).
Research related to financial literacy has been conducted many times in CEE. Alena Opletalová (2015) outlines the importance of economic and financial literacy in primary and secondary schools in the Czech Republic. Her research findings in the Czech Republic and from the World Bank have shown high levels of household debt while also indicating the need for higher levels of financial education. Young people are characterized by a relatively high level of knowledge about economic concepts and categories, although there is a clear difference resulting from the place of residence (residents of large cities have greater knowledge) and gender (men show greater interest in and understanding of economic concepts). Krechovvská (2015) highlights the important role of financial literacy as one of the factors that ensures sustainable development in society.
The research made by Slovak scientists suggest that the student’s gender, father’s education, family’s financial background, and student’s part-time work experience were important determinants of financial literacy (Bohn et al. 2023). This research showed that students from families with the lowest incomes (up to 1500 €) have a statistically significant lower level of financial literacy by about 5 percentage points compared to wealthier families. Students whose parents’ owned stocks were over 7 percentage points more likely to answer the risk diversification question correctly. Furthermore, students whose parents had retirement savings were 6 percentage points more likely to answer correctly.
Financial education is essential for the public to be able to connect to international financial networks. Hungarian research made by (Hergár, et al.,2024) twere concentrated to capability to manage loans and savings, and to understand the functioning and inherent risks of the financial system. In Hungary development of financial literacy is the joint duty of governments, educational institutions, financial actors, and civil society.
Romanian researchers prepared questionary (34 questions) related to measure individual abilities to manage personal finances, attitudes towards several financial instruments or techniques and financial knowledge. They constructed an index for measuring financial well-being and three difficulty-ranked financial literacy indices (Nitoi et al, 2022). The findings show that only 8.27% of Romanians answered financial literacy questions correctly. The result allows for cross-country comparisons, revealing significant differences compared to advanced economies - Germany (53.20% of correct answers), Switzerland (50.10%), the Nethelands (44.80%), Austria (33.30%), the U.S. (30.20%), France (30.90%), Japan (27%), or Italy (24.90%). Also, the level of financial literacy in Romania is lower, even when compared to that of developing economies such as e.g. Hungary (25.69%), Croatia (27.66%), Poland (29.91%), or Czechia (42.33%).
The study conducted in Ukraine has indicated a lack of financial literacy at both the micro and macro levels, which does not allow for an effective system of income, costs, and savings. If the population income exceeds it expenses, a deficit of funds is created at the level of the government budget formation. If the population in a crisis significantly reduces the amount of loans received in order not to become financially dependent and to pay higher interest rates, then the state, on the contrary, actively attracts the loans (Dudchyk et al. 2023).
Observations and analyses from Poland have been shared by Grzesiuk (Grzesiuk, et al., 2019) and Pawlak, who focused on Polish political views and examined the possible connections between financial knowledge and approach to economic issues (Pawlak, 2020). Jagoda Gola have investigated household financial behavior (Gola & Smyczek, 2019). In 2019, Święcka and her team examined the level of financial knowledge among high school students in Poland (Święcka et al., 2020).
Cwynar (2021) underlines large heterogeneity both in overall financial literacy and its partial scores (i.e., financial knowledge, confidence, attitudes) among CEE countries. His analysis results suggest that financial literacy is differently associated with gender and age in Eastern Europe compared to Western Europe. All these phenomena appear to be the result of different political, social, economic, and culture-related experiences in these two parts of Europe after World War II.
In 2023, as part of the research #JacyPolacy (eng. What Poles), Maison (2023) presented a study involving a representative group of 1,076 consumers (2023). Analysis of responses revealed that many Poles possess accurate financial knowledge, such as understanding the interest rate risks associated with foreign currency loans. However, a discrepancy was observed between older and younger generations, with those over 55 exhibiting the highest levels of financial knowledge.
Analyses have revealed that financial literacy, defined as the understanding of concepts, categories, and financial products and services, is relatively high among consumers. Individuals demonstrate familiarity with major financial concepts. However, when it comes to practical skills, which are crucial in navigating the financial market, people tend to perform less effectively. To validate findings from previous research and assess the current landscape, a survey on the financial knowledge of Polish consumers was conducted in January 2024. The results obtained aim not only to assess the level of consumers' knowledge but also to pinpoint areas where efforts should be intensified in terms of financial education and outreach to enhance understanding of the financial market.