Abstract
This study investigated the way clients responded to financial conversations by employing quantitative EEG signal analysis. The research study proposed to address the following questions: (a) In what way does a financial conversation influence brain waves? (b) In what way does a financial conversation influence consumers’ general activity? and (c) In what way is financial risk tolerance associated with changes in brain waves in different situations? The results showed that: (a) Having a financial conversation affects a person’s behavioral responses unconsciously; (b) Having a financial conversation affects a consumer/client’s subsequent activity, and (c) Professional financial consultants should consider risk tolerance before having a financial conversation with clients.
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