“…Special attention should be given to low-income consumers, especially from rural regions (Murendo & Mutsonziwa, 2017). According to most studies, this group of consumers is the most disadvantaged in terms of their level of financial literacy (Betti, Dourmashkin, Rossi, & Yin, 2007;Guiso et al, 2001;Lusardi & Mitchell, 2007;Lusardi & Tufano, 2009;Sayinzoga, Bulte, & Lensink, 2016) as well as their lack of financial inclusion (Johnson & Sherraden, 2007;Lyons, Chang, & Scherpf, 2006;Sherraden & Grinstein-Weiss, 2015). Low-income may have a great impact on increased financial stress and on self-regulatory conditions, which in turn may limit or even destroy self-control (Bernheim, Ray, & Yeltekin, 2013;Camepnhaut, 2015;Mullainathan & Shafir, 2013;Xiao, Sorhaindo, & Garman, 2006).…”