Birdseye view of a man standing on a large dollar bill looking confused as he enters a maze

Why do we hate making financial decisions?

Aner Sela

We’ve long been told that it’s best to use our heads, rather than our hearts, when it comes to making decisions related to money. However, new research from Aner Sela, John I. Williams Professor of Marketing, suggests that advice might actually not be helpful after all.

“There’s something that feels very cold and unemotional about financial decisions,” explained Sela. “The more we see ourselves as emotional decision-makers, the more we see financial decisions as something that’s just not for us.”

Read more about Sela’s research and how he suggests you can overcome the difficulty of financial decision-making from UF News.