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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

emotion, feeling, fear, social projection, decision making, behavior finance

Pengarang

  1. Chan Jean Lee
  2. Eduardo B. Andrade

    Subject

    MARKETING

    [Abstrak]





    the number of individual investors
    who trade stocks online has significantly increased in recent years.
    Surpeisingly, consumer researchers have paid little attention to how emotions
    influence individual envestors’ stock trading decisions. In a series of three
    experiments, the authors investigate the impact of incidental fear on the
    decision to sell in a stock market simulation. The results show that fearful
    (vs. Control) participants sell their stock earlier (experiments 1-3). This
    effect, however, is contingent on particular features of the market. Fear leads
    to early sell-of when participant believe the value of the stock is peer
    generated but no when they believe the value of the stock is computer generated
    (experiment 2). Early sell-off as a result of incidental fear also accours when
    participants believe their risk attitude is common in the market but not when
    they believe their risk attitude is unique (experiment 3). Social projection-
    that is, people’s tendency to rely on their current state of mind to estimate
    other people’s actions-explains the phenomenon.

    Periode

    Vol 48, Nomor SPE, Tahun 2011

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