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Computers May Not Make Mistakes but Many Consumers Do

机译：计算机可能不会犯错，但许多消费者会犯错

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摘要

Consumers regularly make decisions. Some of these decisions are relatively simple, such as a selecting a jam or a coffee, where the choice is entirely subjective. Others, such as investment decision-making, are risky, complex, consequential and there is a normatively optimal choice. Seeking advice from an expert is a reasonable solution in these circumstances and yet a minority of investors turn to a professional for advice. As an alternative to human advisors, technology is increasingly being harnessed to provide effective and low-cost advice to assist consumers in making decisions. In a retail context, these are shop bots and search engines often used on a mobile phone while shopping. In an investment context, these are frequently referred to as "robo-advisors". Examining consumer intention to seek advice in an investment context, the current study demonstrates that, among numerous factors examined, unfounded confidence was the best indicator of consumer reluctance to seek advice. Robo-advisors, as artificial intelligence agents providing financial literacy instruction and impartial expert advice, may offer a solution.
机译：消费者定期做出决定。这些决定中有些相对简单，例如选择果酱或咖啡，而选择完全是主观的。其他因素，例如投资决策，则具有风险，复杂性，结果性，并且存在规范上的最优选择。在这种情况下，寻求专家的建议是一个合理的解决方案，但是少数投资者却向专业人士寻求建议。作为人类顾问的替代方法，越来越多地利用技术来提供有效且低成本的建议，以帮助消费者做出决策。在零售环境中，这些是购物时经常在手机上使用的购物机器人和搜索引擎。在投资方面，这些通常被称为“机器人顾问”。在研究消费者在投资环境中寻求建议的意愿时，当前研究表明，在众多因素中，毫无根据的信心是消费者不愿寻求建议的最好指标。机器人顾问，作为提供金融知识指导和公正专家建议的人工智能代理，可以提供解决方案。

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