6.1 Financial decision making mechanism
The results confirmed that subjects tended to accept an offer based on its attractiveness,
such as principal and interest rate. In other words, subjects made strong interaction with
product attractiveness according to their belief. On the other hand, subjects tended to
reject offer based on its risk element, investment style they have, and advisor's
trustworthiness. This is because subjects are sensitive to risk and fear of the potential for
a failed bank. However, we could find that subjects still made irrational decisions that
came from offer's risk factors, even though offers were easy to be compared.
One interesting finding is that some of subjects made their decision based on the
advisor's face, according to the result of interview. The result also implies that new
context on website worked well in some way.
6.1 Financial decision making mechanism
The results confirmed that subjects tended to accept an offer based on its attractiveness,
such as principal and interest rate. In other words, subjects made strong interaction with
product attractiveness according to their belief. On the other hand, subjects tended to
reject offer based on its risk element, investment style they have, and advisor's
trustworthiness. This is because subjects are sensitive to risk and fear of the potential for
a failed bank. However, we could find that subjects still made irrational decisions that
came from offer's risk factors, even though offers were easy to be compared.
One interesting finding is that some of subjects made their decision based on the
advisor's face, according to the result of interview. The result also implies that new
context on website worked well in some way.
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