... attractiveness of products. Design/methodology/approach In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design. Findings The analysis...

... in existence in the USA offered from 3 to 9 options for investment (Elton et al., 2006), so we wanted to encompass at least this range in our study. In Benarzti and Thaler's (2001) analysis of a database containing 1.56 million 401(k) investors, they reported the average number of funds offered...