Based On The Cognitive Deviation Of Consumer Financial Products Purchasing Behavior Research

The process of human information processing is considered to be the process of human cognition,and people in the process of cognition are influenced by various factors,a myth that don't know it.Traditional idea that human cognition process is rational,so for the research and development of finance and economics is established on the basis of "rational man",but people in the process of cognition will be influenced by psychological factors,therefore cause people in the process of judgment and decision making in cognitive traps,forming cognitive biases or decision-making behavior deviation,so the concept of rational man completely in a real environment is not set up.Consumer financial consumer behavior in the financial markets will be involuntary control by different kinds of psychological factors,and produce various kinds of cognitive biases,investment and finance of traps,lead to consumer purchase decisions are biased.In addition,with the increase of per capita disposable income,finance and investment is becoming more and more get the favour of people,ushered in the upsurge of finance in our country,the financial products and investment pouring into the financial markets.However our country financial consumer understanding of finance and investment is still not mature,the risk cognition is not enough,unavoidably appear all sorts of deviation in the process of finance and investment.At present,the study of cognitive biases is not for good,basically focus on the securities market research,rarely used in the research of finance consumer buying behavior.At the same time,our country's financial market to finance research also countless,but most of them are around the risk as well as the life cycle in the study of the application of the finance and investment,and ignore the influence on financial management,financial consumer cognitive deviation under the perspective of cognitive biases finance consumer behavior research is less,so some financial consumer visions and cannot be explained in the financial management in the process of some problems.Analysis from the perspective of cognitive biases financial consumer purchase decision-making behavior,new research ideas and methods for the finance theory,the study of finance theory is more perfect and more meaningful.By behavioral finance,therefore,the study of the theory of the cognitive biases products purchasing behavior deviation has a certain theoretical and practical significance.Based on the cognitive deviation as the breakthrough point of financial consumer financial product purchase behavior research,according to the basic content of cognitivebiases to interpret and analyze consumer financial product purchasing behavior,mainly analyzes the financial consumers' cognitive biases and financial product purchasing behavior,first introduced the cognitive deviation analysis and financial product purchase behavior deviation of relevant theoretical basis and related literature research,theoretically proved that due to the financial consumers in financial cognitive biases exist in the process of skew leads to its financial purchase behavior.And then through the questionnaire survey in the form of financial consumers various cognitive deviation exists in the process of financial management and financial product purchasing behavior,and analyzes the current status of China's financial consumer finance,through the descriptive statistics show that cognitive biases are widely exist in the process of financial consumer finance and investment.In addition,the article USES the method of regression analysis research financial consumer level of education,economic conditions,the degree of risk preference and cognitive deviation degree of influence on the buying behavior of financial products.Finally,by analyzing the financial consumers cognitive biases in financial investment,money buying behavior deviation and misunderstanding between the purchase process,finance and investment put forward relevant suggestions.