Subject. The study focuses on psychological distinctions of people that influence their financial behavior. I identify the above specifics and evaluate the financial position of respondents, who were surveyed with my own questionnaires in accordance with the methodology of the Central Bank of the Russian Federation, NAFI Research Centre and OECD. The survey embraces 2,088 respondents living in the Sverdlovsk Oblast. I hypothesize that behavioral types may emerge from consumer and financial decisions people make, assuming that the people differ not only by their social and property status, age and other conventional aspects to be ranked, but mainly by psychological characteristics, which may reveal sociological and psychological methods of research. Objectives. The study is to rest the sociological and psychological methodology for modeling the financial and consumer behavior of people. Methods. The sociological survey is the main applied method of research herein. The content of questionnaires and its methodology was adapted from those ones used in the OECD countries and the methodology of the Central Bank of Russia with reference to the Sverdlovsk Oblast. To determine types of people’s financial behavior, I used the VALS (Values and Lifestyles) methodology for market segmentation. Results. First, having analyzed thematic connotations through the VALS method, I proposed a typological model for segmentation of respondents’ financial and consumer behavior. Second, as part of the opinion poll processing, I revealed and summarized psychological factors influencing the financial and consumer behavior of people. Third, the sociological and psychological survey framework was probated to analyze the financial and consumer behavior of people. Conclusions and Relevance. Based on the VALS psychographic model, I proposed my own model to determine types of the financial and consumer behavior. The article enlists groups of factors influencing the financial and consumer behavior and provides the rationale for sociological and psychological methods to study common models of the financial and consumer behavior.
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