Targeted support is most effective when tailored to consumers’ attitudes, according to research by The Investing and Saving Alliance (TISA) and the University of Nottingham.
The research, which was conducted in conjunction with Barclays, Lloyds Banking Group, and Vanguard, surveyed 4,719 UK adults and was presented at TISA's Financial Advice & Guidance Conference by University of Nottingham professor of financial economics John Gathergood. It found targeted support increased investment by at least 30% more when tailored to consumers' attitudes rather than being demographic-based. Aversion to risk, expectations of low returns and a preference for keeping money in the UK are deterring consumers from investing, the report found. Investigating attitudes ...
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