When and how aesthetics influences financial decisions

Claudia Townsend, S. B. Shu

Research output: Contribution to journalArticle

39 Citations (Scopus)

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 2010

Fingerprint

Esthetics
Financial decisions

Keywords

  • Aesthetics
  • Financial decisions
  • Perceived ownership

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

When and how aesthetics influences financial decisions. / Townsend, Claudia; Shu, S. B.

In: Journal of Consumer Psychology, Vol. 20, No. 4, 10.2010, p. 452-458.

Research output: Contribution to journalArticle

@article{3dacedd4621840838f74aae620ce4933,
title = "When and how aesthetics influences financial decisions",
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.",
keywords = "Aesthetics, Financial decisions, Perceived ownership",
author = "Claudia Townsend and Shu, {S. B.}",
year = "2010",
month = "10",
doi = "10.1016/j.jcps.2010.06.013",
language = "English (US)",
volume = "20",
pages = "452--458",
journal = "Journal of Consumer Psychology",
issn = "1057-7408",
publisher = "Elsevier Inc.",
number = "4",

}

TY - JOUR

T1 - When and how aesthetics influences financial decisions

AU - Townsend, Claudia

AU - Shu, S. B.

PY - 2010/10

Y1 - 2010/10

N2 - 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.

AB - 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.

KW - Aesthetics

KW - Financial decisions

KW - Perceived ownership

UR - http://www.scopus.com/inward/record.url?scp=77956620235&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77956620235&partnerID=8YFLogxK

U2 - 10.1016/j.jcps.2010.06.013

DO - 10.1016/j.jcps.2010.06.013

M3 - Article

VL - 20

SP - 452

EP - 458

JO - Journal of Consumer Psychology

JF - Journal of Consumer Psychology

SN - 1057-7408

IS - 4

ER -