“…Building on research on how trust, branding, company ratings, and perceived fairness all affect consumer choices, we measure perceived fairness of annuities as a product (Kahneman, Knetsch, & Thaler, 1986;Roth, 2007;Seligman & Schwartz, 1997). Response to annuity offerings may also be affected by individuals' financial knowledge and literacy, numeracy, and overall cognitive ability (Brown et al, 2017), so we also include a measure of numeracy (Fernandes, Lynch Jr, & Netemeyer, 2014;Frederick, 2005;Peters et al, 2006). We measure all of these psychological differences, along with a variety of demographical and financial variables, and analyze how they correlate with individual-level demand for annuities in a hypothetical decumulation scenario among consumers nearing retirement.…”