13/11/2025
Many business owners in Cuenca make financial decisions based on experience or intuition, but not all are aware of their own risk tolerance.
This study was conducted to understand how business owners handle financial uncertainty and how their confidence, emotions, and behavior influence their investment decisions.
The problem lies in the lack of awareness about psychological factors such as overconfidence, regret, and cognitive dissonance that affect how business owners take or avoid risks. This gap often leads to missed opportunities or financial setbacks.
Through this study, we aim to help business owners become more informed, emotionally aware, and confident in making financial decisions turning risk into opportunity, and experience into growth.