By - Neal Cole

Is Financial Decision Making Rational?

  Updated 16/1/18: There is a perception that decision making in financial services (FS) is far more rational than with fast moving consumer goods because¬† FS products have more long-term consequences.¬† Decision making in other sectors is often seen as more emotional and impulsive.¬† This view is strongly held among FS professionals but is there any evidence to support this