Relying on the heuristic of trust: a case study

Aaron Bruhn

doi:10.1111/acfi.12346

Relying on the heuristic of trust: a case study

Aaron Bruhn^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Abstract

This study examines the reliance on trust as a heuristic by individuals when making personal financial decisions, using a qualitative case study. We show that in the face of complexity and choice, individual investors predominantly resorted to the heuristic of trust to make financial decisions. This demonstrates the need for industry and public policy-makers to be aware that individuals can and will resort to simplified heuristics as a basis for financial decision-making, particularly within an environment where substantial complexity and choice exist.

Original language	English
Pages (from-to)	333-357
Number of pages	25
Journal	Accounting and Finance
Volume	59
Issue number	S1
DOIs	https://doi.org/10.1111/acfi.12346
Publication status	Published - Apr 2019

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10.1111/acfi.12346

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Relying on the heuristic of trust: a case study

Abstract

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