International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 4
July-August 2026

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Behavioural Factors Affecting Everyday Financial Decisions: The Influence of Astrological Beliefs

Author(s) Harshitha S, Nishchal Somayaji
Country India
Abstract Financial decision-making is influenced not only by economic reasoning but also by psychological, cultural, and social factors. Among these, astrological beliefs continue to play a significant role in shaping the financial behaviour of many individuals, particularly in countries where astrology is deeply embedded in cultural traditions. This study examines the influence of astrological beliefs on everyday financial decision-making and explores whether astrology functions as a dominant decision-making factor or as a psychological support mechanism alongside rational financial analysis. A descriptive research design was adopted, and primary data were collected from 150 respondents using a structured questionnaire. The collected data were analysed using descriptive statistical techniques, including frequency distribution, percentage analysis, and graphical representation. The findings reveal that although respondents demonstrate moderate familiarity with astrology, financial knowledge and data-driven reasoning remain the primary determinants of financial decisions. However, astrological beliefs contribute to increased confidence, reduced financial anxiety, and influence certain culturally significant financial decisions, such as purchasing gold or property and starting a business. The study concludes that astrology acts primarily as a behavioural and psychological influence rather than a substitute for rational financial decision-making. The findings contribute to the field of behavioural finance by highlighting the coexistence of cultural beliefs and rational thinking in financial behaviour. The study also provides practical insights for financial advisors, educators, and policymakers
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-20
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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