It is no secret in the financial industry that sentiment plays a huge part in whether customers will invest or not. In fact, it’s the No. 1 driver of behavior and it’s based on an opinion or an attitude toward a situation or event. It doesn’t matter if the opinion or attitude is based on fact or not. If enough people believe something strong enough, it will sway their actions, good or bad.
A really good example of this was a friend who reached out for some financial advice in 2008 as the real estate market collapsed. He had several houses
