Neuro-Research of Consumer Financial Behavior

Abstract

The security aspect of protecting the national currency in the conditions of war and numerous cyber and information attacks on its value parameters is an urgent task. Financiers must give a clear answer as to how and in what way it is possible to protect and support the exchange rate stability of the Ukrainian hryvnia and other currencies from the enemy’s panicked informational aggressions. Globalization of the digital space has created conditions for easy information availability of citizens for enemy propaganda. To counteract the latter, a scientific approach based on objective phenomena and processes is extremely important. We are talking about the formation of stable trust of citizens in financial institutions. Such formation is impossible without the availability of information about what consumers of financial services expect, what concerns them, what has the greatest impact on their system of consumer values, etc.