دانلود مقاله با موضوع آبی و قرمز از نظر مالی اسناد: تأثیر بر مکانیسم های توجه و رفتار
در قالب pdf و در 16 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Blue and red in financial
documents: the influence on
attentional mechanisms
and behavior
بخشی از متن:Abstract
Purpose – This study investigates whether colors red or blue in financial disclosure documents (Key Investor
Information Documents – KIIDs) affect attention distribution toward the visual stimulus and the perception of
financial attractiveness of the products.
Design/methodology/approach – In order to observe and measure financial consumers’ visual attention,
the unobtrusive methodology of eye-tracking is used on a sample of nonprofessional investors, applying an
ecological protocol, through a cross-sectional design.
Findings – Financial information processing and visual attention distribution are influenced by the color of
the KIID document, as red seems to attract attention, proxied by gazing behavior, more than blue. Red color,
compared to blue, is also observed to push investors to rate the products as less financially attractive, especially
when the product Risk Reward Profile is high.
Practical implications – The findings highlight the role of the basic visual properties of documents
conveying financial information, prompting to investigate the unconscious and automatic mechanisms of
individual’s attention and its influence on decision making.
