Financial planner credibility: the importance of being understood
by Therese A. Joiner, Lynne Leveson
International Journal of Financial Services Management (IJFSM), Vol. 1, No. 4, 2006

Abstract: Within the context of a financial planner offering advice to a client, this study examines the effect of the use of technical language on advice understandability and client perceptions of credibility (i.e., trustworthiness, expertise and likeability). The responses of 185 participants, randomly assigned to view one out of two videotapes (one tape low in the use of technical financial terms, the other high), were analysed. The results indicate that the overuse of technical language in a lay client consultation reduces a client's understanding of the advice offered by the financial planner. The results also show that lower advice understandability negatively affects the client's perceptions of the financial planner's credibility and the client's intention to seek the planner's advice.

Online publication date: Tue, 20-Jun-2006

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