Affective and cognitive factors that hinder the banking relationships of economically vulnerable consumers

Purpose The aim of this paper is to explore the affective and cognitive factors that condition banking relationships for economically vulnerable consumers how these contribute increasing financial difficulties exclusion. This research, performed on a set focus groups, bases its findings combination experimental discourse analysis methods. Design/methodology/approach Financial decisions are not rational can be biased by factors. Behavioural finance has focused very little analysing consumer biases influence with institutions. Additionally, affected digitalization transformation business. Thus, in case consumers, who profitable increasingly competitive industry lack abilities, their risk exclusion increasing. Findings results show distrust shame lead consumers. Distrust generates problems access self-exclusion, while use. trust makes them more when dealing machines than people, showing greater “person-suspicious” profile. Originality/value finding help regulators establish limits behaviour, require banks incorporate convenience tests detect new variables improve insolvency ratios reputations.