Investors appear to have a poor grasp of the fee issue, failing to minimize fees even when the benefits are presented in a clear and incontrovertible disclosure. In fact, the mean fee paid by the participants was far enough above the minimum they could have paid that it dramatically reduced long-term gains. Why is this?  It doesn’t seem logical. It’s not about the money. There are three cognitive biases that may explain why consumers elect to pay more in unseen fees than in lower fees, even when both are clearly disclosed.  They are the Loss Aversion, Status Quo Bias, and The Ostrich Bias.

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