Business and financial people will gain from this knowledge by reducing their expenses during times of high money anxiety, and increasing their revenues during times of low money anxiety. They will be able to measure the real price elasticity of demand for their products and services, and reducing the risk associated with their financial decisions.
This book references scientific research and empirical analysis conducted by Daniel Kahneman, Ph.D., Nobel Prize recipient in economics, on thinking fast and slow; Dan Ariely, Ph.D. on irrational behavior; Deepak Chopra, M.D. and Rudolph E. Tanzi, Ph.D. on the three major components of the human brain; and Nassim Nicholas Taleb, Ph.D. on the impact of the highly improbable.
Dr. Dan Geller developed the Money Anxiety concept and index after observing how a combination of economic indicators and factors impact consumers’ financial behavior. Specifically, he developed a new segmentation method called Behavioralogy, which defines the financial behavior of consumers during various levels of financial anxiety. Behavioralogy identified six types of financial orientation: Mattress Money, Durable Diet, Power Play, Tiny Treats, Rate Race and Castle Craze.