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Эмоции и финансовое поведение личности: аффективно-когнитивная модель
The article examines the influence of emotions on individual financial behaviour with a focus on long-term savings. An affective-cognitive model is proposed, explaining how fear, joy, guilt, envy and other emotions are transformed into saving strategies through the mechanisms of cognitive appraisal, emotion regulation and anticipated emotions. Particular attention is given to digital media triggers and institutional trust as key moderators of the relationship between emotions and financial behaviour. The novelty of the study lies in integrating psychological and economic approaches to explain financial behaviour and the role of emotions in it. The practical significance is related to the design of emotionally resilient financial products and the development of financial literacy programmes.