... in the financial services industry. In Springer LINK database, 162 results were found of which 36 were related to financial services industry, and six studies met our inclusion criteria. In the JSTOR database, 81 results were found, out of which 54 were related to financial services industry. Three studies focused...

...), for both the fixed returns based instruments and the non‐fixed instruments, psychographic variables emerged as the most important predictors. Practical implications These results show the need for financial service providers to consider the psychographic variables along with demographic and socio...