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Pensionsrådgivning med en ny dimension: En studie om implementering av Mental Accounting i pensionsrådgivning
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Pensions advisory with a new dimension : A study about implementing Mental Accounting in pensions advisory (English)
Abstract [sv]

BAKGRUND: Mental Accounting är ett tankesätt som ger upphov till kognitiva biaser, däribland Loss Aversion, Labeling och Naive Diversification. Dessa kognitiva biaser kan påverka investeringsbeslut positivt och negativt. Då ett privat pensionssparande kan vara omfattande och ha en lång tidshorisont kan effekterna av Mental Accounting ha en märkbar verkan på sparandet. Tidigare forskning menar att det är finansiella rådgivares uppgift att medvetandegöra kunder om detta. Det förutsätter dock att rådgivarna är medvetna om kognitiva biasers påverkan.

SYFTE: Studiens syfte är att undersöka hur förekomsten av Mental Accounting hos kunder hanteras vid pensionsrådgivning. Fokus kommer vara på att analysera och värdera potentiellt positiva och negativa effekter av Mental Accounting samt hur pensionsrådgivning kan förbättras genom hantering av Mental Accounting.

GENOMFÖRANDE: Studien har utförts genom åtta kvalitativa intervjuer, varav fyra med privatpersoner och fyra med rådgivare. Intervjuernas semistrukturerade uppbyggnad har gett respondenterna möjligheten att fritt beskriva sin uppfattning. Detta har frambringat ett rikt empiriskt material för studien att analysera.

SLUTSATS: Studien visar att kundens kognitiva biaser antingen inte hanteras alls eller hanteras indirekt och omedvetet av rådgivaren. De kognitiva biaserna kan få individer att omedvetet begå ekonomiskt skadliga handlingar. Medvetna individer kan dock utnyttja Mental Accounting till sin fördel och stärka sitt privata pensionssparande. Studien ger stöd för att pensionsrådgivningen kan förbättras genom hantering av Mental Accounting.

Abstract [en]

BACKGROUND: Mental Accounting is a mindset causing cognitive biases including Loss Aversion, Labeling and Naive Diversification. These cognitive biases can affect investment decisions positively and negatively. Since private pension savings can be extensive and have a long-term time horizon, the effects of Mental Accounting can have a noticeable effect on savings. Earlier research believes that it is the financial adviser's task to raise awareness among customers about this. This however, require the advisors to be aware of the impact of cognitive biases.

AIM: The purpose of the study is to examine how the presence of Mental Accounting is handled in pensions advisory. The focus of the study will be on analyzing and evaluating the potential positive and negative effects of Mental Accounting, as well as how pensions advisory can be improved by managing Mental Accounting.

COMPLETION: The study has been conducted through eight qualitative interviews, four with individuals and four with pension advisors. The semi-structured interviews have given the respondents the opportunity to freely describe their perception. This has produced a rich empirical material for the study to analyze.

CONCLUSION: The study shows that cognitive biases are either not handled at all or handled unconsciously by the advisor. The cognitive biases can cause individuals to commit financial self-harm. However, conscious individuals can use Mental Accounting to their advantage and positively affect their pension savings. The study provides support for improvement of pension advisory by including Mental Accounting.

Place, publisher, year, edition, pages
2018. , p. 81
Keywords [en]
Mental Accounting, Loss Aversion, Labeling, Naive Diversification private pension savings, pensions advisory
Keywords [sv]
Mental Accounting, Loss Aversion, Labeling, Naive Diversification, privat pensionssparande, pensionsrådgivning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-150927ISRN: LIU-IEI-FIL-A--18/02790--SEOAI: oai:DiVA.org:liu-150927DiVA, id: diva2:1245483
Subject / course
Master Thesis in Business and Economics Programme (Business Administration); Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2018-09-05 Created: 2018-09-05 Last updated: 2018-09-05Bibliographically approved

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CiteExportLink to record
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Citation style
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