By splitting investors into two categories based on general investing attitudes, researchers found other points of agreement within the groups.
The study describes "traditionalists" as more optimistic about market performance and "trailblazers" as more pessimistic.
More than half of traditionalists focus on the financial company's characteristics — including size and heritage, employee diversity and social media presence — while just 22% of trailblazers do.FatCamera | Getty Images
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