When and how aesthetics influences financial decisions

C. Townsend, S. B. Shu

Research output: Contribution to journalArticle

49 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)452-458
Number of pages7
JournalJournal of Consumer Psychology
Volume20
Issue number4
DOIs
StatePublished - Oct 1 2010

Keywords

  • Aesthetics
  • Financial decisions
  • Perceived ownership

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Fingerprint Dive into the research topics of 'When and how aesthetics influences financial decisions'. Together they form a unique fingerprint.

  • Cite this