Ariel Gu

I am an Assistant Professor in Behavioral Finance at the University of East Anglia (School of Economics, University of East Anglia, UK). I serve as the Research Lead for the Behavioral Finance cluster at the Centre for Behavioral and Experimental Social Science (CBESS). I also oversee the Research Seminar Series for the School of Economics.

I specialise in Behavioural Finance and Applied Econometrics, focusing on behavioural traits that influence financial decision-making. Although people sometimes act rationally in line with traditional decision-making models (e.g., expected utility maximisation), frequently their behaviour contradicts these models. My research explores these discrepancies to better understand financial decision-making. I measure and quantify individuals' preferences and their understanding of risk and uncertainty, bridging the gap between theoretical benchmark and observed behaviour.

My analysis often starts with formal models that assume individuals as rational decision-makers. I then compare these idealised frameworks with real behaviours from experiments to build models that better reflect underlying psychological processes. These models incorporate bounded rationality and interpersonal heterogeneity in preferences, beliefs, and reactions to new information. Using a data-driven and interdisciplinary approach, I combine insights from experimental economics, cognitive psychology, statistical modelling, and finance to conduct my research. My primary goal is to understand how individuals make financial decisions in complex environments and adapt to evolving situations.

I previously held appointments at Durham University Business School and Newcastle Business School. I received my Ph.D. from Durham University in 2019. I can be reached via email at ariel.gu@uea.ac.uk. 

Research Interest: Behavioural Finance, Household Finance, Applied Econometrics, Portfolio Management.