Outside the Box: Here’s why most of us tune out when companies try to get our attention

When you get a letter from your bank or credit card company detailing a change in contract terms, do you read the fine print? When a website asks you to “click here” to accept terms and conditions, do you actually read those terms? If you answered no, you’re like most people. We’ve had years of practice being presented with nearly useless information. So, even when the information is worth reading, we’ve been conditioned to ignore it.

In a recent study, my colleagues and I looked at whether financial disclosures providing consumers with potentially valuable information do any good. We conducted a large-scale field experiment in the U.K.

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