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Low Risk and High Return – Affective Attitudes and Stock Market Expectations

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  • Alexander Kempf
  • Christoph Merkle
  • Alexandra Niessen†Ruenzi

Abstract

This experimental study investigates the impact of affective attitudes on risk and return estimates of stocks. Participants rate well†known blue†chip firms on an affective scale and forecast risk and return of the firms’ stock. We find that positive affective attitudes lead to a prediction of high return and low risk, while negative attitudes lead to a prediction of low return and high risk. This bias increases with participants’ confidence in their ratings and decreases with financial literacy. Firm characteristics such as a firm's marketing expenditures and the strength of its brand have a positive impact on its affective rating.

Suggested Citation

  • Alexander Kempf & Christoph Merkle & Alexandra Niessen†Ruenzi, 2014. "Low Risk and High Return – Affective Attitudes and Stock Market Expectations," European Financial Management, European Financial Management Association, vol. 20(5), pages 995-1030, November.
  • Handle: RePEc:bla:eufman:v:20:y:2014:i:5:p:995-1030
    DOI: 10.1111/eufm.12001
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    References listed on IDEAS

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    Cited by:

    1. Yang, Chunpeng & Yan, Wei & Zhang, Rengui, 2013. "Sentiment approach to negative expected return in the stock market," Economic Modelling, Elsevier, vol. 35(C), pages 30-34.
    2. Li, Jinfang, 2019. "Sentiment trading, informed trading and dynamic asset pricing," The North American Journal of Economics and Finance, Elsevier, vol. 47(C), pages 210-222.
    3. Roman Kräussl & Ronald Bosman & Thomas van Galen, 2014. "Emotions-at-Risk: An Experimental Investigation into Emotions, Option Prices and Risk Perception," LSF Research Working Paper Series 14-11, Luxembourg School of Finance, University of Luxembourg.
    4. Yang, Chunpeng & Wu, Huihui, 2019. "Chasing investor sentiment in stock market," The North American Journal of Economics and Finance, Elsevier, vol. 50(C).
    5. Fatih B. GUMUS & Yusuf DAYIOGLU, 2015. "An Analysis on The Socio-Economic and Demographic Factors That Have an Effect on The Risk Taking Preferences of Personal Investors," International Journal of Economics and Financial Issues, Econjournals, vol. 5(1), pages 136-147.
    6. Abdulkadir Abdulrashid Rafindadi, 2015. "Are the Contentious Issues of Exchange Rate Misalignment in Nigeria a Prelude to the Country’s Currency Crisis?," International Journal of Economics and Financial Issues, Econjournals, vol. 5(3), pages 716-731.

    More about this item

    JEL classification:

    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)

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