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The effects of reference point, knowledge, and risk propensity on the evaluation of financial products

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  • Kwon, Kyoung-Nan
  • Lee, Jinkook

Abstract

Evaluating and choosing a financial product often requires a trade-off between risk and returns on investment, as a riskier product may yield a higher return. We examine the effect of different reference points (i.e., a riskier reference vs. a safer reference) on the evaluation of a financial product when attributes are explicitly traded off during the evaluation. Our findings suggest that a safer reference increases the attractiveness of the focal product under evaluation, while a riskier reference point does not affect that evaluation. The safer reference point appears to facilitate the risk-seeking tendency in financial decision-making. Further, two types of consumer knowledge, namely, objective and subjective, can moderate the effect of the reference point. Subjective knowledge negatively affects attribute-based objective evaluations, promoting instead the use of external reference information. A discrepancy between the two types of knowledge (i.e., over-confidence), in particular, can cause a more biased evaluation.

Suggested Citation

  • Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:719-725
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    References listed on IDEAS

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    Cited by:

    1. Neuenkirch, Edith & Hayo, Bernd, 2015. "The influence of media use on laymen s monetary policy knowledge in Germany," Annual Conference 2015 (Muenster): Economic Development - Theory and Policy 113218, Verein für Socialpolitik / German Economic Association.
    2. Nicolau, Juan Luis & Sellers, Ricardo, 2010. "The quality of quality awards: Diminishing information asymmetries in a hotel chain," Journal of Business Research, Elsevier, vol. 63(8), pages 832-839, August.
    3. repec:eee:joreco:v:33:y:2016:i:c:p:143-153 is not listed on IDEAS

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