While performance and quality of research remain dominant themes in advisors’ decision to recommend a product provider, their emotional response to certain firms plays a key role too, according to a new Cogent Research report.

American Funds, Prudential and iShares stand out in the qualitative space, although while Prudential has “strengthened its grip” on advisors with its variable-annuity product, American Funds and iShares have both lost a little ground to competitors since last year, the report said.

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