Abstract
Consumer decision making with regard to mutual funds is less than rational. Consumers tend to focus on past performance and virtually ignore a variable which has a more definite (and negative) impact on wealth—cost. FINRA, the mutual fund industry’s self-regulatory body in the USA, has recently changed its regulations for fund advertising to require that cost information be reported when performance information is present. We conducted an exploratory conjoint study to examine whether consumers might, in fact, use the additional information, and found that despite the highly salient presence of expense information, consumers overwhelmingly continue to use past performance when forming mutual fund preference.