"Tax-Free": The Effect of a Heuristic Cue on the Choice Between a TFSA and an RRSP

The authors investigate whether and, if so, the extent to which a heuristic cue, the term "tax-free," contained in the name of one of the two primary tax-sheltered savings plans in Canada—the tax-free savings account (TFSA)—biases individuals' saving preferences relative to the registered retirement savings plan. On the basis of the heuristic-systematic model of information processing, the authors predict that the term "tax-free" is a favourable heuristic cue that will suppress systematic processing and bias individuals toward selecting a savings plan with this term in its name. They conduct three experiments to test this proposition. Overall, the results suggest that individuals have a clear preference for a tax-sheltered savings plan with "tax-free" in its name—regardless of the content of accompanying explanatory information. The preference for savings plans with "tax-free" in the name may suggest the need for more education and financial advice to reduce the use of heuristics.