Tingting Wen

Against the backdrop of evolving socio-economic conditions and increasingly diverse consumption patterns, contemporary college students face complex financial decisions, accompanied by prominent issues such as excessive consumption, reckless borrowing, and financial cognitive biases. This paper adopts a purely theoretical research approach to systematically summarize the core concepts of behavioral finance, analyze typical irrational financial behaviors among college students, and explore feasible pathways for applying behavioral finance principles to daily student assistance work, consumption guidance, risk management, and group education.

Behavioral Finance; University Students; Counselor Management; Financial Literacy; Irrational Behavior; Ideological and Political Education

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