Optimistic and pessimistic biases on intention to use open banking: the effects of mating cues

Purpose This study examines the impact of judgment bias–optimistic versus pessimistic–on open banking adoption, while investigating how mating cues moderate this relationship. By integrating evolutionary consumer psychology with financial marketing, the research aims to explore how mating orientations influence open banking adoption. Design/methodology/approach Two experimental studies were conducted to test the hypotheses. Study 1 manipulated mating cues (mating condition vs. control), while Study 2 manipulated short-vs. control. long-term mating orientation. Findings Results confirm that optimistic bias increases open banking adoption, while pessimistic bias decreases it. However, mating cues significantly moderate this effect. Individuals with pessimistic bias exposed to mating cues demonstrated higher adoption intentions than those in the control condition. Practical implications Banks and financial institutions can incorporate mating cues in marketing strategies to mitigate pessimistic biases and enhance consumer engagement. Governments and regulators can leverage these insights to develop tailored public policies that address consumer concerns while promoting trust and participation in open banking initiatives. Originality/value This study extends the literature by bridging financial marketing and evolutionary psychology, offering novel insights into subconscious biases affecting open banking adoption. By demonstrating that mating cues can alter judgment bias, this research provides a new behavioral framework for understanding consumer decision-making in banking.