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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">voprecotest</journal-id><journal-title-group><journal-title xml:lang="ru">Вопросы экономики</journal-title><trans-title-group xml:lang="en"><trans-title>Voprosy Ekonomiki</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">0042-8736</issn><publisher><publisher-name>Voprosy Ekonomiki, NP</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.32609/0042-8736-2025-2-66-90</article-id><article-id custom-type="elpub" pub-id-type="custom">voprecotest-5156</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>МИКРОЭКОНОМИКА</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>MICROECONOMICS</subject></subj-group></article-categories><title-group><article-title>Дергая за нужные ниточки: как простых граждан вовлекают в финансовые спекуляции</article-title><trans-title-group xml:lang="en"><trans-title>Nudging laypersons to participate in financial speculations</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0003-1561-9458</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Верников</surname><given-names>А. В.</given-names></name><name name-style="western" xml:lang="en"><surname>Vernikov</surname><given-names>A. V.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Верников Андрей Владимирович , д. э. н., гл. н. с. ИЭ РАН</p><p>Москва</p></bio><bio xml:lang="en"><p>Moscow</p></bio><email xlink:type="simple">vernikov@inecon.ru</email><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-5447-3941</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Кашапова</surname><given-names>Э. Р.</given-names></name><name name-style="western" xml:lang="en"><surname>Kashapova</surname><given-names>E. R.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Кашапова Эльмира Рамисовна , м. н. с. ТГУ, ст.преп. ТПУ</p><p>Томск</p></bio><bio xml:lang="en"><p> Tomsk </p></bio><email xlink:type="simple">kashapovaer@gmail.com</email><xref ref-type="aff" rid="aff-2"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0001-8334-4594</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Курышева</surname><given-names>А. А.</given-names></name><name name-style="western" xml:lang="en"><surname>Kurysheva</surname><given-names>A. A.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Курышева Анна Александровна, к. э. н., с. н. с. ЮФУ</p><p>Ростов-на-Дону</p><p> </p></bio><bio xml:lang="en"><p>Rostov-na-Donu</p><p> </p></bio><email xlink:type="simple">vesta11@list.ru</email><xref ref-type="aff" rid="aff-3"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-0107-8016</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Рыжкова</surname><given-names>М. В.</given-names></name><name name-style="western" xml:lang="en"><surname>Ryzhkova</surname><given-names>M. V.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Рыжкова Марина Вячеславовна, д. э. н., проф. ТГУ и ТПУ</p><p>Томск</p></bio><bio xml:lang="en"><p>Tomsk </p></bio><email xlink:type="simple">marybox@inbox.ru</email><xref ref-type="aff" rid="aff-2"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Институт экономики РАН</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Institute of Economics RAS</institution><country>Russian Federation</country></aff></aff-alternatives><aff-alternatives id="aff-2"><aff xml:lang="ru"><institution>Томский государственный университет; Томский политехнический университет</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Tomsk State University; Tomsk Polytechnic University</institution><country>Russian Federation</country></aff></aff-alternatives><aff-alternatives id="aff-3"><aff xml:lang="ru"><institution>Южный федеральный университет</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Southern Federal University</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2025</year></pub-date><pub-date pub-type="epub"><day>01</day><month>02</month><year>2025</year></pub-date><volume>0</volume><issue>2</issue><fpage>66</fpage><lpage>90</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Voprosy Ekonomiki, NP, 2025</copyright-statement><copyright-year>2025</copyright-year><copyright-holder xml:lang="ru">Voprosy Ekonomiki, NP</copyright-holder><copyright-holder xml:lang="en">Voprosy Ekonomiki, NP</copyright-holder><license xlink:href="https://www.vopreco.ru/jour/about/submissions#copyrightNotice" xlink:type="simple"><license-p>https://www.vopreco.ru/jour/about/submissions#copyrightNotice</license-p></license></permissions><self-uri xlink:href="https://www.vopreco.ru/jour/article/view/5156">https://www.vopreco.ru/jour/article/view/5156</self-uri><abstract><p>Рассматривается вовлечение простых граждан в финансовые спекуляции. С научной точки зрения речь идет о превращении в привычку и оправдании в массовом сознании нетрудового способа заработка. Исследование выполнено на стыке четырех областей знания: поведенческой экономики, критической макроэкономики, институциональной теории и социальной психологии. Предметом изучения стали группы поведенческих установок, на которые направлено воздействие организаторов курсов по псевдоинвестированию, то есть вложение денег непрофессиональным инвестором в проекты с повышенной доходностью и с неопределенными рисками. Эмпирическим материалом послужили тексты, сформированные в ходе анализа обучающих программ от финансовых консультантов, чья деятельность имеет признаки манипулирования. Показано, что вовлечение граждан в финансовые спекуляции основано на стимулировании поведенческих установок церемониального характера, или непроизводительных: завистническая соревновательность, своекорыстие, стяжательство, алчность, хвастовство, денежное соперничество, праздность, показное потребление, стремление к незаслуженной прибыли, хищничество. При этом культивируется пренебрежение к производительным установкам: систематическому труду, ориентации на традиционные формы занятости и в целом к приложению трудовых усилий. Прослеживается попытка подменить сущность непродуктивных установок и образцов поведения и выдать их за продуктивные, а также применение манипулятивных техник (мысленное присвоение желаемого; нацеливание на сверхдоход; апеллирование к упущенным выгодам; умолчание информации о возможных рисках и убытках; формирование в сознании неоправданно высокого социального ориентира и внушение надежды приобщиться к категории людей, которых ставят в пример; иллюзия инструментальности предоставляемых знаний и контроля над ожидаемым доходом). Показано, что концептуальное различие между производительными и непроизводительными поведенческими установками, мотивами и ценностями прослеживается в современной общественной жизни. Опора на методы и подходы, принятые в разных областях знания, позволяет рассчитывать на вклад в литературу по поведенческой и институциональной экономике, социальной психологии, а также в развитие научного направления по изучению финансиализации. </p></abstract><trans-abstract xml:lang="en"><p>We study the institution of pseudo-investment, that is, the placement of money by a layperson under the influence of a media personality who acts as a referral leader actively attracting naïve investors to high-risk yet high return project. We relied on four conceptual frameworks: household financialization as a part of critical macroeconomics; nudging, or pushing consumers to behave in a particular way, treated in our case as a set of unethical tools to pursue narrowly defined self-interest of a referral leader; original institutionalist evolutionary theory to identify behavioral patterns and motives which are targets to involve individuals or their groups in pseudo-investment schemes; reasoned action approach to structure the findings in the context of social psychology. Empirical data comprises the array of text extracted from the introductory video webinars on four investing courses authored by four financial consultants whose activities are featured by the sings of a funnel scam. Discourse analysis implied special attention to manipulative “nudges” financial consultants apply and people’s motives they refer to. Our findings confirm that, attempting to involve individuals into pseudo-investing, referral leaders exploit unproductive patterns related to self-regard proclivity in human nature (greed, self-interest, acquisitiveness, idleness, pecuniary emulation, ostentatious motives in consumption, the desire for undeserved profit, predatory habits, etc.). We also found that productive behavior (such as labor efforts, education activities, and nonspeculative professional engagement) is rendered less important than predatory motives which are hidden behind false care, empathy, and compassion. We claim that the conceptual difference between productive and unproductive behavior patterns, motives and values remains relevant in the contemporary society. Mixed method research and a combination of concepts from various research fields explain why this paper adds to academic literature in behavioral and institutional economics, social psychology, as well as critical macroeconomics research related to financialization and its effects. </p></trans-abstract><kwd-group xml:lang="ru"><kwd>финансовая спекуляция</kwd><kwd>псевдоинвестирование</kwd><kwd>финансиализация</kwd><kwd>наджинг</kwd><kwd>подталкивание потребителя</kwd><kwd>потребительский выбор</kwd><kwd>поведенческие установки</kwd><kwd>дискурсивный анализ</kwd></kwd-group><kwd-group xml:lang="en"><kwd>financial speculation</kwd><kwd>pseudo-investment</kwd><kwd>financialization</kwd><kwd>nudging</kwd><kwd>consumer choice</kwd><kwd>behavioral pattern</kwd><kwd>sociological discourse analysis</kwd></kwd-group><funding-group><funding-statement xml:lang="ru">Р. Кашапова и М. В. Рыжкова выполняли данное исследование за счет гранта Российского научного фонда № 22-28-00806, https://rscf.ru/project/22-28-00806/</funding-statement></funding-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Банк России (2023). Обзор рисков финансовых рынков. № 7. Июль.</mixed-citation><mixed-citation xml:lang="en">Bank of Russia (2023). Financial market risks review, No. 7, July. (In Russian).</mixed-citation></citation-alternatives></ref><ref id="cit2"><label>2</label><citation-alternatives><mixed-citation xml:lang="ru">Веблен Т. (2018). Инженеры и ценовая система. М.: Изд. дом ВШЭ.</mixed-citation><mixed-citation xml:lang="en">Veblen T. (2018). The engineers and the price system. Moscow: HSE Publ. (In Russian).</mixed-citation></citation-alternatives></ref><ref id="cit3"><label>3</label><citation-alternatives><mixed-citation xml:lang="ru">Верников А. В., Курышева А. А. 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