The human touch: Evidence from an eye-tracking experiment on financial advice

Key Points

• The human touch increases the effectiveness of financial advice, enhancing decision-making.
• Eye-tracking analysis highlighted that visual attention is directed more towards human advisors compared to digital interfaces.
• Observational analysis focused on eye-tracking data to assess the impact of personal interaction during financial consultations.
• These findings highlight the importance of human elements in advice-giving, particularly in financial contexts.