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Archive » December 2025 » Behavioral Economics and Neurofinance: new frontiers of consumer protection

Behavioral Economics and Neurofinance: new frontiers of consumer protection

Diletta Antenucci, Francesco Franceschi, Gioia Repaci
December 2025 - n. 12
Keywords: Economia comportamentale, neurofinanza, consumatori
Jel codes: G40, G41, D10, D12

We analyze the contribution of Behavioral economics and Neurofinance to consumer protection policies in banking and finance, touching on the main theoretical approaches, experimental methodologies, objectives and institutional applications at national and international level. The article explores the concepts of cognitive bias, nudge and choice architecture, illustrating, with concrete examples, how they have been included in institutional activities by authorities such as the British Fca, the Dutch Afm and the European Commission. We focus on the potential of Neurofinance in protecting the most vulnerable, especially the elderly. Finally, we draw the possible implications for economic law and on the need for a regulatory approach that also considers the limits of individual rationality.

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