Estruturação de um projeto de um consultor digital de investimentos a partir da teoria do foco regulatório

Abstract

Regulatory Focus Theory (RFT) posits that individuals have two distinct motivational orientations: promotion, oriented toward gains and the achievement of goals; and prevention, oriented toward task fulfillment and the avoidance of losses. By applying this theory to the development of a robot-advisor project model, this study enhanced the understanding of how projects can be grounded in behavioral sciences and thereby contributed to its field of research, which encompasses Behavioral Economics and Project Innovation. The process of developing this digital advisor, consolidated in the form of a Technological Technical Product (TTP), was divided into three stages. The first study consisted of a systematic literature review that explored and updated knowledge on Regulatory Focus Theory as applied to personal investment decisions, enabling the identification and classification of investor behavior through this theoretical lens and providing the basis for the hypotheses later tested in the field. The second study investigated, through three experiments, the existence and impact of these theoretically expected responses on the choice of offers designed with real banking products and in compliance with external regulations governing this type of communication, in scenarios both with and without self-regulatory stimuli. This experimental validation of the hypotheses derived from prior theoretical findings demonstrated an increased acceptance of an offer resulting from the alignment between the investor’s self-regulatory profile and the suggested real investment, and led to the formulation of six premises that structured the creation of the Technological Technical Product. The final outcome, in the form of an investment consulting project model, was achieved through the construction of an Activity Diagram containing the executive functions of this advisor in the process of executing a banking investment, representing the transposition of RFT to project strategy, with the potential to promote greater investor engagement and improved results in resource mobilization by the financial institution. Consequently, this research contributed to theory by incorporating behavioral sciences into project design; by expanding knowledge on motivation and financial decision-making from the perspective of RFT, through the novel finding that the choice of real banking products is also affected by self-regulation; and to practice, by enhancing the effectiveness of resource mobilization. In this sense, it is also aligned with the 8th United Nations Sustainable Development Goal, which aims to strengthen the capacity of financial institutions to expand access to banking services for the population.