8-D: How Price Path Characteristics Shape Investment Behavior
Consumers making financial decisions are confronted with price charts. In a laboratory experiment we strip charts of their information content by providing participants with full information via a different channel. Participants are influenced even by informationally irrelevant paths. We identify four important visual characteristics of charts that bias consumer decisions.
Sven Nolte and Judith Schneider (2017) ,"8-D: How Price Path Characteristics Shape Investment Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1051-1051.
Sven Nolte, University of Muenster, Germany
Judith Schneider, University of Muenster, Germany
NA - Advances in Consumer Research Volume 45 | 2017
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