Accepted Article EXPLORING THE INTERPLAY OF COGNITIVE STYLE AND DEMOGRAPHICS IN CONSUMERS’ FINANCIAL KNOWLEDGE Genevieve O’Connor, Ph.D. Assistant Professor of Marketing Gabelli School of Business Fordham University geoconnor@fordham.edu Mailing Address: 140 West 62nd Street New York, NY, 10023 ABSTRACT Despite substantial research and advances in consumers’ financial knowledge, many Americans still lack basic financial skills. One overlooked research area is the relationships between consumers’ cognitive style and subjective knowledge and objective knowledge and how these relationships vary by demographics. Based on a nationwide study (n=817), results indicate that consumers’ perception of their subjective financial knowledge varies by cognitive style, with those consumers having an intuitive cognitive style having a higher perception of their subjective financial knowledge than those who are more analytical. More nuanced results suggest that subjective knowledge is related to the interplay of cognitive style with demographics, whereas objective knowledge is not dependent on this interplay. These and other results illustrate that understanding nuances of financial knowledge is still of pressing importance to ensure consumer well-being. This article is protected by copyright. All rights reserved. This article has been accepted for publication and undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process, which may lead to differences between this version and the Version of Record. Please cite this article as doi: 10.1111/joca.12195