INTRODUCTION:
In my field of study, scientific rhetoric does not appear in finance as easily as it would in say marine biology or organic chemistry; however, general rhetoric does appear in finance. Pathos, logos, and ethos are all ingrained in how we communicate with one another, especially when persuading a certain audience to act on one’s professional recommendations. Furthermore, when I was informed that I was to unearth this writing technique in my field of study, only one subject came to mind; behavioral finance. Behavioral finance is defined as “a relatively new field that seeks to combine behavioral and cognitive psychological theory with conventional economics and finance to provide explanations for why people make irrational financial decisions” (Investopedia: Behavioral Finance, 2018). I decided upon behavioral finance as my topic to analyze because I have taken previous finance courses that have covered behavioral finance and its importance to reaching an array of audiences, and this topic seemed to parallel the requirements of this courses preliminary analysis assignment. In the following analysis, I decipher behavioral finance by illuminating rhetoric in my field of study and the addressing the importance of behavioral finance to understand how to effectively communicate with all audiences. I will also draw upon how the functions and features of particular genres shape scientific discourse within this particular activity system or discourse community. To wrap up my analysis I interview a finance professional, Dr. Michael R. Melton Ph.D., asking questions regarding how once actually alters their communication approach in the field.
RHETORIC IN FINANCE:
In the world of finance, professionals are enclosed in a discourse community where knowledge and information seem to flow between colleagues in almost a secret code where only they understand what is happening, and everyone outside their discourse community is clueless. Using financial terminology such as “Beta”, “Sharpe Ratio”, “PE Ratio”, etc. to give clients account information and/ or offer recommendations means little to nothing to them unless their advisors uses effective communication techniques; this is where rhetoric makes its appearance in finance. Here, the financial advisor has to use rhetorical techniques and “dumb down” information in a way that anyone can understand. Besides, the goal of a financial advisor is to achieve the goals of their clients (in most cases maximizing portfolio returns), and the only way of achieving these goals is through flawless communication transferred between advisor and client.
As previously stated, the majority of financial terminology and information discussed in this discourse community is foreign to the client and has no significant meaning to the client without explanation. In order to well communicate to various audiences, one has to understand behavioral finance and apply its rhetorical methods. Here, scientific rhetoric becomes relevant to my field of study because one has to have the ability to identify who is their exact audience and utilize pathos, logos, and ethos to convince/ persuade their audience to adopt their financial recommendations.
In conclusion of this subsection, I will present a dissection of my interpretation of how the three rhetorical appeals (Pathos, Logos, and Ethos) play into my field of study; therefore, their importance in financial communication will be explored. Before diving into the role of each rhetorical appeal in finance, I want to make it known that these three appeals all affect ones’ decision-making process — it justifies their reasoning’s for acting the way they do. Pay close attention to the way “justifies” is used in my statement. I use it as a term to back someone’s actions, this does not mean that their actions are correct or even ethic. Each of the three appeals are similar to each other in the sense that they all work to persuade an audience; however, each one pulls on different psychological strings.
First, pathos or the emotional appeal, means to persuade an audience by appealing to their emotions. Finance in general can be a very emotional experience for both the client and advisor because people’s life earnings are on the line, one mistake and thousands and thousands of dollars can vanish in mere seconds. Financial advisors use pathos to invoke agreement from their clients to adopt their recommendations. Second, logos or the appeal to logic, means to convince an audience by use of logic or reason. Ones use of logos would be to cite facts and statistics, historical and literal similarities, and quoting certain authorities on a subject (e.g. investing, retirement planning, estate planning, etc.). In my field of study logos can be viewed as the second most important of the three appeals after ethos due to the fact that if an advisor is unable to utilize logic in their suggestions, their client would not believe them; therefore, would not implement their suggestions. Lastly, ethos or the ethical appeal, means to convince an audience of the author’s credibility. Credibility is THE most important aspect in my field of study. Without credibility, not only will you never be hired as a financial advisor, but you would never earn the trust and respect of clients, colleagues, other professionals in the industry, etc. In most financial careers, you have to pass rigorous exams and receive career specific certifications such as your Certified Financial Planners (CFP) license, Chartered Financial Analyst (CFA) license, Certified Credit Professional (CCP) license, and more. By having these certifications your credibility speaks for itself, they are an industry standard for all financial advisors in their respective fields of study.
FINANCIAL COMMUNICATION ANALYSIS:
Through an interview with a financial professional who knows all too well of the credited and acknowledged Certified Financial Planners (CFP’s), Chartered Financial Analyst’s (CFA’s), Certified Credit Professional’s (CCP’s) requirements; I have acquired a further understanding on how one has to shift their communication style to reach their clients. This interview has revealed various recommendations on how to translate the knowledge from their minds (finance professionals), to those of everyday people. What I can say before I divulge into my first-person research is that, as previously stated, most financial advisors have to “dumb-down” their explanations of what is happening in the market and “dumb-down” their reasoning’s behind their recommendations in order for a client to understand and process what is being fed to them. In addition to interviews, I have cross examined many genres and sources such as Forbes Magazine, Bloomberg L.P, Market Watch, and Investopedia.com to not only grasp further knowledge in the financial discourse community, but to compare that information with what I have gathered through interviews to further credit their claims.
Next, I will uncover how the functions and features of particular genres shape scientific discourse within this particular activity system or discourse community. Note in the previous paragraphs I state that financial terminology has to be “dumbed down” or adjusted in any way that one’s audience can comprehend any type of financial recommendations. Here, I will uncover a couple genres examples where other sources (outside of CFP’s, CFA’s, CCP’s, and other professionals), shape scientific discourse into my field of study. To begin, a Forbes magazine article titled “Banks and Financial Institutions Need Communications Governance for Digital Age” not only reveals a different medium that banks are using for communication (e.g. digital media), but also are switching up their outreach approach and adapting to a new era of communication to best connect-with and suit their clients. In this article Forbes Magazine discusses three key takeaways that banks are going to need to consider in order to maintain their success in a fast moving and technology advanced society; the following bullets highlight these key takeaways:
Note the emerging need of new technology channels such as “instant messaging, mobile texting, Twitter, Facebook, LinkedIn, YouTube, Slack, and Instagram”, society is evolving into a new era where these listed media sources are becoming, for many, their only sources of information. Banks and financial institutions are realizing this change and are implementing changes for better client accommodation. For example, “Increased security Banks that master their digital communications will not only keep regulators happy,” said Bruce Rogers, Chief Insights Officer at Forbes Media, “but they can also use that data and leverage insights into better understanding customer behavior.” (Communications F. C, 2018). The multipurpose use of the data and leverage insights to better understand consumer behavior (aka behavioral finance), is a perfect example of where investment banks are taking action to reach their genre audience.
Additionally, the following block quote is an example of a real financial institution, McKisney & Company Financial Services, that is taking action to adapt to digital consumer decision journeys in banking:
“During the next three to five years, we’re likely to see a radical integration of the banking experience across physical and virtual environments. As more consumers use mobile phones, tablets, and other digital devices to make basic financial transactions, some banks have responded by bulking up their websites and revamping traditional channels such as physical branches and call centers to support their digital efforts, reducing costs along the way” (Bommel, 2018).
I believe that the above article from Forbes magazine and the article from McKinsey & Co. both highlight the need to adopt many new and diverse media platforms to augment their client engagements and to increase their client satisfaction. I talk a lot about behavioral finance and altering the “language” used when transferring information from professional to client; however, as seen above, big banks are changing their so called “outreach communication” to better transfer information and better connect with clients. Regardless of the type of communication utilized in the finance field, the experts behind the communication still have to adjust their approach depending on who they are working with. These concepts of “adjusting” one’s approach will be further drawn upon during my analysis of the interview I conducted with a financial professional.
INTERVIEW ANALYSIS:
To begin, I can go on and on about how important effective communicate is to all types of audiences, not only in finance but all around the world; however, it is common knowledge that effective communication is vital to anyone’s success. For example, a car salesman working at any car dealership’s goal is to persuade and convince a client that walks through the doors to purchase a car. Though their overall goal may be the same for any client (to sell them a car), their approach will differ, and the success of that approach depends on one’s abilities to effectively communicate. Effective communication can be defined as “verbal speech or other methods of relaying information that get a point across” (“Your Dictionary”, 2018), and regarding the above example styles of communication will differ depending on the type of client walking through the door. The following section of this analysis will analyze discussions between myself and one finance professor at Roger Williams University’s Mario J. Gabelli School of Business; Michael R. Melton, Ph.D.
Some background history on my relationship with this professor and why I decided to speak with them and utilize their knowledge to augment my own on the topic of financial communication, specifically on behavioral finance, is as follows. Michael Melton is Roger William University’s director of the Center for Advanced Financial Education (CAFÉ) program and happens to be my academic advisor. Through interacting with him each year via meetings and taking his courses such as Principle of Investments, I came to the realization that he is an expert in this industry with decades of knowledge available at my fingertips. I sought out Dr. Melton and asked for his feedback and recommendations on the following two questions:
Feedback for question (1): When working with a prospective client they are most likely going to decide in the first five minutes whether or not they want to work with you. It has little to do with what you know about the industry because most finance professionals are all certified under the same criteria; thus, it comes down to how effective you are at communication and one’s ability to get to know that client and their goals. I was given the following seven mainstream questions to ask each prospect to understand their background and purpose for working with you (the professional):
These replies gave me an overall understanding on the kinds of questions a financial professional has to ask in order to do their job and to work in a way that is specific to each and every client, and is personalized to achieving whatever their goals may be (e.g. retirement, school, dream home, etc.).
Finally, the response to my question of “How often do you have to change your approach when working with a new client to effectively communicate with them to reach their objectives?”, was more or less what I expected the answer to be. I was informed that a financial advisor has to almost change their approach for every client they have; that no two clients are alike and the way one may connect with a brain surgeon is going to be different than how they communicate with a stay-at-home mother. You have to have situational awareness as well and be able to put yourself in their shoes and see how they process information and then adjust your professional approach/ communication techniques to achieve their objective. For example, instead of using terminology such as “Alpha” to represent “the active return on an investment, gauges the performance of an investment against a market index or benchmark which is considered to represent the market’s movement as a whole”. An advisor may dumb the terminology down to “a way to measure your portfolios performance when taking into account the levels of risk your stocks poses”.
CONCLUSION:
Considering that identifying and analyzing scientific rhetoric in my field of study is not as easy as others may have been, this analysis has been a bit of a challenge. However, it has forced myself to look at finance through multiple perspective lenses. Exploring the three rhetorical appeals and its role in finance, uncovering how the functions and features of particular genres shape scientific discourse within this particular discourse community, and interviewing a finance professional as a primary source of information have all given myself a new perspective on rhetoric in my field of study. This newly obtained perspective combined with analyzing the feedback from my interview has allowed myself to augment my knowledge in finance.
REFERENCES
Behavioral Finance. (2015, July 25). Retrieved March 26, 2018, from https://www.investopedia.com/terms/b/behavioralfinance.asp
Bommel, E. V., & Edelman, D. (2015, February). Adapting to digital consumer decision journeys in banking. Retrieved May 10, 2018, from https://www.mckinsey.com/industries/financial-services/our-insights/adapting-to-digital- consumer-decision-journeys-in-banking
Byrne, A., & Brooks, M. (2008). Behavioral Finacne: Theories and Evidence. Retrieved February 29, 2018, from https://www.cfapubs.org/doi/pdf/10.2470/rflr.v3.n1.1
Communications, F. C. (2017, December 12). Banks And Financial Institutions Need Communications Governance For Digital Age, Says New Report. Retrieved May 10, 2018, from https://www.forbes.com/sites/forbespr/2017/12/12/banks-and-financial- institutions-need communications-governance-for-digital-age-says-new- report/#6e81c4cd5874
Effective communication. (n.d.). Retrieved April 05, 2018, from http://www.yourdictionary.com/effective-communication
In my field of study, scientific rhetoric does not appear in finance as easily as it would in say marine biology or organic chemistry; however, general rhetoric does appear in finance. Pathos, logos, and ethos are all ingrained in how we communicate with one another, especially when persuading a certain audience to act on one’s professional recommendations. Furthermore, when I was informed that I was to unearth this writing technique in my field of study, only one subject came to mind; behavioral finance. Behavioral finance is defined as “a relatively new field that seeks to combine behavioral and cognitive psychological theory with conventional economics and finance to provide explanations for why people make irrational financial decisions” (Investopedia: Behavioral Finance, 2018). I decided upon behavioral finance as my topic to analyze because I have taken previous finance courses that have covered behavioral finance and its importance to reaching an array of audiences, and this topic seemed to parallel the requirements of this courses preliminary analysis assignment. In the following analysis, I decipher behavioral finance by illuminating rhetoric in my field of study and the addressing the importance of behavioral finance to understand how to effectively communicate with all audiences. I will also draw upon how the functions and features of particular genres shape scientific discourse within this particular activity system or discourse community. To wrap up my analysis I interview a finance professional, Dr. Michael R. Melton Ph.D., asking questions regarding how once actually alters their communication approach in the field.
RHETORIC IN FINANCE:
In the world of finance, professionals are enclosed in a discourse community where knowledge and information seem to flow between colleagues in almost a secret code where only they understand what is happening, and everyone outside their discourse community is clueless. Using financial terminology such as “Beta”, “Sharpe Ratio”, “PE Ratio”, etc. to give clients account information and/ or offer recommendations means little to nothing to them unless their advisors uses effective communication techniques; this is where rhetoric makes its appearance in finance. Here, the financial advisor has to use rhetorical techniques and “dumb down” information in a way that anyone can understand. Besides, the goal of a financial advisor is to achieve the goals of their clients (in most cases maximizing portfolio returns), and the only way of achieving these goals is through flawless communication transferred between advisor and client.
As previously stated, the majority of financial terminology and information discussed in this discourse community is foreign to the client and has no significant meaning to the client without explanation. In order to well communicate to various audiences, one has to understand behavioral finance and apply its rhetorical methods. Here, scientific rhetoric becomes relevant to my field of study because one has to have the ability to identify who is their exact audience and utilize pathos, logos, and ethos to convince/ persuade their audience to adopt their financial recommendations.
In conclusion of this subsection, I will present a dissection of my interpretation of how the three rhetorical appeals (Pathos, Logos, and Ethos) play into my field of study; therefore, their importance in financial communication will be explored. Before diving into the role of each rhetorical appeal in finance, I want to make it known that these three appeals all affect ones’ decision-making process — it justifies their reasoning’s for acting the way they do. Pay close attention to the way “justifies” is used in my statement. I use it as a term to back someone’s actions, this does not mean that their actions are correct or even ethic. Each of the three appeals are similar to each other in the sense that they all work to persuade an audience; however, each one pulls on different psychological strings.
First, pathos or the emotional appeal, means to persuade an audience by appealing to their emotions. Finance in general can be a very emotional experience for both the client and advisor because people’s life earnings are on the line, one mistake and thousands and thousands of dollars can vanish in mere seconds. Financial advisors use pathos to invoke agreement from their clients to adopt their recommendations. Second, logos or the appeal to logic, means to convince an audience by use of logic or reason. Ones use of logos would be to cite facts and statistics, historical and literal similarities, and quoting certain authorities on a subject (e.g. investing, retirement planning, estate planning, etc.). In my field of study logos can be viewed as the second most important of the three appeals after ethos due to the fact that if an advisor is unable to utilize logic in their suggestions, their client would not believe them; therefore, would not implement their suggestions. Lastly, ethos or the ethical appeal, means to convince an audience of the author’s credibility. Credibility is THE most important aspect in my field of study. Without credibility, not only will you never be hired as a financial advisor, but you would never earn the trust and respect of clients, colleagues, other professionals in the industry, etc. In most financial careers, you have to pass rigorous exams and receive career specific certifications such as your Certified Financial Planners (CFP) license, Chartered Financial Analyst (CFA) license, Certified Credit Professional (CCP) license, and more. By having these certifications your credibility speaks for itself, they are an industry standard for all financial advisors in their respective fields of study.
FINANCIAL COMMUNICATION ANALYSIS:
Through an interview with a financial professional who knows all too well of the credited and acknowledged Certified Financial Planners (CFP’s), Chartered Financial Analyst’s (CFA’s), Certified Credit Professional’s (CCP’s) requirements; I have acquired a further understanding on how one has to shift their communication style to reach their clients. This interview has revealed various recommendations on how to translate the knowledge from their minds (finance professionals), to those of everyday people. What I can say before I divulge into my first-person research is that, as previously stated, most financial advisors have to “dumb-down” their explanations of what is happening in the market and “dumb-down” their reasoning’s behind their recommendations in order for a client to understand and process what is being fed to them. In addition to interviews, I have cross examined many genres and sources such as Forbes Magazine, Bloomberg L.P, Market Watch, and Investopedia.com to not only grasp further knowledge in the financial discourse community, but to compare that information with what I have gathered through interviews to further credit their claims.
Next, I will uncover how the functions and features of particular genres shape scientific discourse within this particular activity system or discourse community. Note in the previous paragraphs I state that financial terminology has to be “dumbed down” or adjusted in any way that one’s audience can comprehend any type of financial recommendations. Here, I will uncover a couple genres examples where other sources (outside of CFP’s, CFA’s, CCP’s, and other professionals), shape scientific discourse into my field of study. To begin, a Forbes magazine article titled “Banks and Financial Institutions Need Communications Governance for Digital Age” not only reveals a different medium that banks are using for communication (e.g. digital media), but also are switching up their outreach approach and adapting to a new era of communication to best connect-with and suit their clients. In this article Forbes Magazine discusses three key takeaways that banks are going to need to consider in order to maintain their success in a fast moving and technology advanced society; the following bullets highlight these key takeaways:
- Emerging channels and technologies such as instant messaging, mobile texting, Twitter, Facebook, LinkedIn, YouTube, Slack, and Instagram also need to be considered.
- Banks and financial services organizations need to ensure that all digital communications comply with regulatory demands both today and in the future
- Banking organizations are recognizing the business value of unstructured and semi-structured data now surfacing across their enterprises – social media messages, email messages, weblog data, graphic files, and video files.
Note the emerging need of new technology channels such as “instant messaging, mobile texting, Twitter, Facebook, LinkedIn, YouTube, Slack, and Instagram”, society is evolving into a new era where these listed media sources are becoming, for many, their only sources of information. Banks and financial institutions are realizing this change and are implementing changes for better client accommodation. For example, “Increased security Banks that master their digital communications will not only keep regulators happy,” said Bruce Rogers, Chief Insights Officer at Forbes Media, “but they can also use that data and leverage insights into better understanding customer behavior.” (Communications F. C, 2018). The multipurpose use of the data and leverage insights to better understand consumer behavior (aka behavioral finance), is a perfect example of where investment banks are taking action to reach their genre audience.
Additionally, the following block quote is an example of a real financial institution, McKisney & Company Financial Services, that is taking action to adapt to digital consumer decision journeys in banking:
“During the next three to five years, we’re likely to see a radical integration of the banking experience across physical and virtual environments. As more consumers use mobile phones, tablets, and other digital devices to make basic financial transactions, some banks have responded by bulking up their websites and revamping traditional channels such as physical branches and call centers to support their digital efforts, reducing costs along the way” (Bommel, 2018).
I believe that the above article from Forbes magazine and the article from McKinsey & Co. both highlight the need to adopt many new and diverse media platforms to augment their client engagements and to increase their client satisfaction. I talk a lot about behavioral finance and altering the “language” used when transferring information from professional to client; however, as seen above, big banks are changing their so called “outreach communication” to better transfer information and better connect with clients. Regardless of the type of communication utilized in the finance field, the experts behind the communication still have to adjust their approach depending on who they are working with. These concepts of “adjusting” one’s approach will be further drawn upon during my analysis of the interview I conducted with a financial professional.
INTERVIEW ANALYSIS:
To begin, I can go on and on about how important effective communicate is to all types of audiences, not only in finance but all around the world; however, it is common knowledge that effective communication is vital to anyone’s success. For example, a car salesman working at any car dealership’s goal is to persuade and convince a client that walks through the doors to purchase a car. Though their overall goal may be the same for any client (to sell them a car), their approach will differ, and the success of that approach depends on one’s abilities to effectively communicate. Effective communication can be defined as “verbal speech or other methods of relaying information that get a point across” (“Your Dictionary”, 2018), and regarding the above example styles of communication will differ depending on the type of client walking through the door. The following section of this analysis will analyze discussions between myself and one finance professor at Roger Williams University’s Mario J. Gabelli School of Business; Michael R. Melton, Ph.D.
Some background history on my relationship with this professor and why I decided to speak with them and utilize their knowledge to augment my own on the topic of financial communication, specifically on behavioral finance, is as follows. Michael Melton is Roger William University’s director of the Center for Advanced Financial Education (CAFÉ) program and happens to be my academic advisor. Through interacting with him each year via meetings and taking his courses such as Principle of Investments, I came to the realization that he is an expert in this industry with decades of knowledge available at my fingertips. I sought out Dr. Melton and asked for his feedback and recommendations on the following two questions:
- What are the main questions to ask prospects (clients)?
- How often do you have to change your approach when working with a new client to effectively communicate with them to reach their objectives?
Feedback for question (1): When working with a prospective client they are most likely going to decide in the first five minutes whether or not they want to work with you. It has little to do with what you know about the industry because most finance professionals are all certified under the same criteria; thus, it comes down to how effective you are at communication and one’s ability to get to know that client and their goals. I was given the following seven mainstream questions to ask each prospect to understand their background and purpose for working with you (the professional):
- “Who are you?” - Introductions are so important. Give the client a chance to talk. This is an opportunity to ask about career, children, work history, leisure activities, etc. If commonality exists, it will lead to other general conversation, and that's good. Getting to know someone should be enjoyable for you, after all you're in the people business.
- “How is it you’d like me to help you?”- They're in the room talking to you, so assume they think they need help. What is their motivation for being there? If you've not clearly explained what you do and how you do it, now's the time. Explain how your services differ from the other advisors in your area.
- “What are you doing now?”- Only ask this question when the client is ready to do business. This should prompt a discussion about the who, when, what and where of the prospective client's financial picture. The next thing you know, you're in a full-blown, detailed discussion
- “What are you trying to accomplish?”- What are their goals, dreams and aspirations? If you're meeting with spouses (and I suggest you never meet one without the other), get them talking. Goals may be different between them. A tense discussion in your meeting room can be a good thing. If they sincerely don't know what they're trying to do, commit to helping them structure a plan focused on defining their goals, dreams and aspiration.
- “What regarding your investment/ finances/ goals concerns you the most?”- Now you're getting to the good stuff of the investor's intentions and the "why" of what they're doing. Also, it is likely that you just asked a question that their current advisor has most likely never asked them.
- “Do you feel like you are currently accomplishing your goals?”- When asking spouses, they may disagree on this one and again, that's good. If the reply is "yes," ask "Why do you feel that way?" You may get a blank stare or you may get a lengthy answer. This should reveal confidence in their plan or lack thereof. If it's "no," simply say, "I can help." In a few concise sentences, say you understand their current situation and explain why you are the advisor for the job. For example: "I understand you have a portfolio that is drastically underperforming its benchmark. Your biggest concern is you'll be unprepared for your retirement because you haven't saved enough or realized the return on your investments." Then give a hypothetical example of how you can help.
- “What would you like your next step to be?”- No matter the answer, you're going to suggest something here. "I'd like to suggest we meet again and go over some details" is a good start. Set an additional appointment right then and there. Objections? Go back to asking questions. Once you've got the approval for the additional meeting, shake hands, hug, do whatever you do and let them get about their day.
These replies gave me an overall understanding on the kinds of questions a financial professional has to ask in order to do their job and to work in a way that is specific to each and every client, and is personalized to achieving whatever their goals may be (e.g. retirement, school, dream home, etc.).
Finally, the response to my question of “How often do you have to change your approach when working with a new client to effectively communicate with them to reach their objectives?”, was more or less what I expected the answer to be. I was informed that a financial advisor has to almost change their approach for every client they have; that no two clients are alike and the way one may connect with a brain surgeon is going to be different than how they communicate with a stay-at-home mother. You have to have situational awareness as well and be able to put yourself in their shoes and see how they process information and then adjust your professional approach/ communication techniques to achieve their objective. For example, instead of using terminology such as “Alpha” to represent “the active return on an investment, gauges the performance of an investment against a market index or benchmark which is considered to represent the market’s movement as a whole”. An advisor may dumb the terminology down to “a way to measure your portfolios performance when taking into account the levels of risk your stocks poses”.
CONCLUSION:
Considering that identifying and analyzing scientific rhetoric in my field of study is not as easy as others may have been, this analysis has been a bit of a challenge. However, it has forced myself to look at finance through multiple perspective lenses. Exploring the three rhetorical appeals and its role in finance, uncovering how the functions and features of particular genres shape scientific discourse within this particular discourse community, and interviewing a finance professional as a primary source of information have all given myself a new perspective on rhetoric in my field of study. This newly obtained perspective combined with analyzing the feedback from my interview has allowed myself to augment my knowledge in finance.
REFERENCES
Behavioral Finance. (2015, July 25). Retrieved March 26, 2018, from https://www.investopedia.com/terms/b/behavioralfinance.asp
Bommel, E. V., & Edelman, D. (2015, February). Adapting to digital consumer decision journeys in banking. Retrieved May 10, 2018, from https://www.mckinsey.com/industries/financial-services/our-insights/adapting-to-digital- consumer-decision-journeys-in-banking
Byrne, A., & Brooks, M. (2008). Behavioral Finacne: Theories and Evidence. Retrieved February 29, 2018, from https://www.cfapubs.org/doi/pdf/10.2470/rflr.v3.n1.1
Communications, F. C. (2017, December 12). Banks And Financial Institutions Need Communications Governance For Digital Age, Says New Report. Retrieved May 10, 2018, from https://www.forbes.com/sites/forbespr/2017/12/12/banks-and-financial- institutions-need communications-governance-for-digital-age-says-new- report/#6e81c4cd5874
Effective communication. (n.d.). Retrieved April 05, 2018, from http://www.yourdictionary.com/effective-communication