Policymakers recognize that investments and investment decisions are vitally important to the financial stability of many families. Poor investment advice may result in decisions which may, in a literal sense, financially cripple a family. With the importance of investment decisions in mind, the purpose of this research is to explore the potential efficacy of public policy proposals designed to remedy the problems consumers have with the investment and financial services markets. To accomplish this purpose, this research takes a micro look at how consumers evaluate and choose investment services, a unique perspective for an impact evaluation.
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