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Relying on the heuristic of trust: a case study

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  • Aaron Bruhn

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.

Suggested Citation

  • Aaron Bruhn, 2019. "Relying on the heuristic of trust: a case study," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 59(S1), pages 333-357, April.
    • Handle: RePEc:bla:acctfi:v:59:y:2019:i:s1:p:333-357
    DOI: 10.1111/acfi.12346
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    Cited by:

    1. Tyson Lamarra & Aaron Bruhn & Michael Miller, 2023. "Stochastic modelling of the home equity access scheme," Australian Journal of Management, Australian School of Business, vol. 48(3), pages 652-677, August.
    2. Aaron Bruhn & Anthony Asher, 2021. "The primacy of ethics in the provision of financial advice," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 61(2), pages 3305-3327, June.

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