Social Identity and Financial Investment Decisions

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Exploring the intersection of social identity and financial investment behavior, this study focuses on the German-Turkish diaspora through qualitative research and in-depth interviews. It reveals the complexities of bi-cultural identity and introduces new insights into social identity theory by redefining in-groups. Key findings highlight that financial investments are often viewed as collective family endeavors, with significant involvement from children and an emphasis on extended family support. Interestingly, the research indicates that German social identity predominantly influences investment decisions.