Stock in Motion

Junghan Kim, State University of New York at Buffalo, USA
Arun Lakshmanan, State University of New York at Buffalo, USA
We propose that dynamic data presentations can bias how consumers perceive risk and value. Specifically, we demonstrate that a dynamic (vs. static) presentation of a stock price trajectory enhances risk and value perceptions of a stock. This effect might be driven by perceived movement from dynamic presentations.
[ to cite ]:
Junghan Kim and Arun Lakshmanan (2014) ,"Stock in Motion", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 791-791.