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If We Only Knew What 401(k) Participants Really Want
Benefits and Compensation with John Lowell Link to more items from this source
[Opinion]
Mar. 19, 2014
"Typically, participants don't like losses in their accounts. In fact, I would say that if you were to rank account balance events in order of importance, my guess would be that far more participants would say that they would like to avoid meaningful losses perhaps at the expense of a few big gains than the number who would say they would like to go for big gains at the potential expense of taking some very large losses. But, I'm just guessing. I don't really know."

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