Efeito da educação financeira e dos vieses comportamentais na percepção dos bancários sobre a oferta de produtos

Abstract

The transformations in the financial system, increasing competition among financial institutions, and growing pressure for performance in the banking sector have heightened the need for employee qualification, particularly regarding financial education and the understanding of behavioral factors that influence economic decision-making. This study investigated the effects of financial education and behavioral biases on bank employees’ perceptions regarding the offering of financial products. The research was conducted in a large financial institution with both national and international operations and was limited to branches located in Fortaleza, Ceará, Brazil. The institution comprises 31 service units and 469 employees in the municipality. Financial products and customer segments follow standardized institutional guidelines throughout the organization’s area of operation, ensuring comparability among the analyzed units. The study is characterized as exploratory and descriptive, adopting a quantitative approach through a survey method. Data were collected using a semi-structured questionnaire administered via Google Forms, employing a five-point Likert scale. The instrument was structured into three dimensions: socioeconomic profile and financial education; behavioral biases and the agents that trigger such biases; and perceptions regarding the offering of financial products. The final sample consisted of 104 valid respondents. The results indicated that bank employees possess a satisfactory level of financial literacy. Mental accounting and loss aversion were found to operate predominantly at a subconscious level among the respondents. Persuasion principles such as reciprocity, liking, and scarcity were actively employed during the negotiation process, potentially enhancing the activation of behavioral biases among customers. However, the statistical correlations observed were weak, with no significant association between financial education and the use of behavioral biases in the offering of financial products. The findings suggest that the interaction between financial education and behavioral factors broadens the understanding of financial product offerings within the banking context, indicating that technical knowledge alone does not constrain the influence of behavioral aspects on commercial offerings. This study contributes to a deeper understanding of the role of bank employees in financial decision-making dynamics and product offerings. By integrating financial education, behavioral biases, and persuasion mechanisms, it provides a theoretical framework for modeling these interactions and suggests avenues for future research in different institutional settings. The findings also have implications for employee training, the quality of customer communication, and the promotion of more informed financial decision-making.