Most consumers rely on their feelings more than research when it comes to financial decisions, and they gravitate toward financial products they think they understand even if they really don't, research indicates. "Despite the massive resources allocated to financial education, these programs often backfire because the information they provide is often presented in ways that make consumers feel confused or intimidated and thus deters them from investing," said Liat Hadar, an assistant professor of marketing at Interdisciplinary Center Herzliya in Israel.

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