The financial advice puzzle: The role of consumer heterogeneity in the advisor choice

Christopher Amaral, Ceren Kolsarici

Research output: Contribution to journalArticlepeer-review

Abstract

We investigate motivational drivers of financial advisor use, accounting for investor heterogeneity, with the goal of helping institutions increase the use of financial advisor services. The results from a latent class choice model reveal two distinct segments that differ in their approach to the financial advice decision. While higher levels of risk tolerance, trust, and self-efficacy increase financial advice use for both segments, albeit at much higher propensities for Segment 1, personality only matters for Segment 1. Moreover, their regulatory focus differs with Segment 1 being promotion and Segment 2 being prevention focused. Using these results, we offer suggestions for marketing strategies.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Volume54
Publication statusPublished - May 2020

Keywords

  • Financial advisors
  • Consumer heterogeneity
  • Latent class choice model

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