Description: This lab study seeks to understand how factors such as emotional, social, psychological drive low- to moderate-income households (LMI) to participate in or refrain from investing.
Lessons Learned: These findings suggest that risk matters most; the higher the risk, the lower the desire to put money in the account. Higher risk accounts also lead people to leave less money in the account, and for shorter periods of time, regardless if it’s an investing or savings account. Given that people are particularly sensitive to risk during trying times, financial service providers that aim to drive savings or investment should be mindful of how they describe their products and the associated risk.
This analysis found that LMI individuals to utilize fewer important financial products. Additionally, the findings suggest one’s choice to invest in either low or high-risk accounts doesn’t vary by income. However, investment accounts typically have more varied risk levels.