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When and how aesthetics influences financial decisions

Authors
Journal
Journal of Consumer Psychology
1057-7408
Publisher
Elsevier
Publication Date
Volume
20
Issue
4
Identifiers
DOI: 10.1016/j.jcps.2010.06.013
Keywords
  • Aesthetics
  • Financial Decisions
  • Perceived Ownership
Disciplines
  • Design
  • Philosophy

Abstract

Abstract We observe the influence of aesthetic design on consumer behavior involving financial products—an area where financial decision-makers say they do not take aesthetics into account. In a series of three studies we find that the look of a document in hypothetical investment decisions impacts stock valuation and behavior in some but not all situations. Specifically, our results show that calling attention to the influence of design on behavior moderates the effect, including the paradoxical finding that the effect of design is attenuated when investments involve entities for which aesthetics is of intrinsic value.

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