How People Underestimate the Financial Risks of Home Buying

We show that people underestimate the financial risks of buying a house. Our experiments show that even when well diversified, people judge stocks as more risky investments than homes; and people judge a diversified portfolio of homes as more risky than a single home because a home feels more tangible.


Ozgun Atasoy, Remi Trudel, and Patrick Kaufmann (2014) ,"How People Underestimate the Financial Risks of Home Buying", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 401-401.


Ozgun Atasoy, Boston University, USA
Remi Trudel, Boston University, USA
Patrick Kaufmann, Boston University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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