GOT a little cash to invest? Will you take a risk, enthusiastically channelling cash into some esoteric BES scheme or settle instead for the more prosaic, but safer, haven of government backed savings schemes. Whatever your money management inclinations, British behavioural psychologist Alison Furhnam can categorise you as one of five main types when it comes to buying financial products - the informed, the carefree, the strategists, the loyals and the bewildered and anxious.

A research paper, circulated this week, said that although people vary enormously in attitudes and perceived needs, even informed consumers were baffled by the array and complexity of insurance, pension, investment and mortgage products and had "very low" confidence in financial service providers.

In the "informed" category come sophisticated investors with a highly analytical approach. "Get them on the subject of money and they will bore you to death," says Dr Furnham. The "carefree" personality type believes tomorrow never comes, or, if it does, something will always turn up. They are hopeless at even simple money management, easily led into unsuitable investments. "Strategists" are well organised planners. They don't take risks or make impulsive decisions they believe in established companies.

As for the "bewildered and anxious" they want their money to work harder but don't know how to do it. They are drawn to heavily advertised financial products. A sub group was identified as the "Branson fan", admiring his rebel persona and believing he can do no wrong. The research (surprise, surprise) was commissioned by Richard Branson's new Virgin Direct financial services company.