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Priming the Risk Attitudes of Professionals in Financial Decision Making


  • Dalia Gilad
  • Doron Kliger


We explore the influence of priming on financial decisions by reinforcing subjects' risk-seeking behavior under uncertainty and comparing it to behavior in control groups. We focused on professionals: commercial banks' investment advisors and accountants in CPA firms. Results indicate that priming affects subjects' risk attitudes and investment decisions. Professionals' decisions were affected more than undergraduates', suggesting they employ a more intuitive and less analytic approach in making their decisions. Our work is related to field-data research documenting correlations between returns (investors' decisions) and situational factors, (i.e., weather) by suggesting controlled tests of professionals' behavior vis-a-vis the complexity inherent in field data. Copyright 2008, Oxford University Press.

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  • Dalia Gilad & Doron Kliger, 2008. "Priming the Risk Attitudes of Professionals in Financial Decision Making," Review of Finance, European Finance Association, vol. 12(3), pages 567-586.
  • Handle: RePEc:oup:revfin:v:12:y:2008:i:3:p:567-586

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    References listed on IDEAS

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    2. Rubin, Amir, 2007. "Ownership level, ownership concentration and liquidity," Journal of Financial Markets, Elsevier, vol. 10(3), pages 219-248, August.
    3. Renneboog, Luc & Simons, Tomas & Wright, Mike, 2007. "Why do public firms go private in the UK? The impact of private equity investors, incentive realignment and undervaluation," Journal of Corporate Finance, Elsevier, vol. 13(4), pages 591-628, September.
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    6. Dittmar, Amy & Mahrt-Smith, Jan, 2007. "Corporate governance and the value of cash holdings," Journal of Financial Economics, Elsevier, vol. 83(3), pages 599-634, March.
    7. Rhodes-Kropf, Matthew & Robinson, David T. & Viswanathan, S., 2005. "Valuation waves and merger activity: The empirical evidence," Journal of Financial Economics, Elsevier, vol. 77(3), pages 561-603, September.
    8. Fok, Dennis & Franses, Philip Hans, 2002. "Ordered logit analysis for selectively sampled data," Computational Statistics & Data Analysis, Elsevier, vol. 40(3), pages 477-497, September.
    9. Lehn, Kenneth & Poulsen, Annette, 1989. " Free Cash Flow and Stockholder Gains in Going Private Transactions," Journal of Finance, American Finance Association, vol. 44(3), pages 771-787, July.
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    Cited by:

    1. Kliger, Doron & Gilad, Dalia, 2012. "Red light, green light: Color priming in financial decisions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 41(5), pages 738-745.
    2. Anthony Newell & Lionel Page, 2017. "Countercyclical risk aversion and self-reinforcing feedback loops in experimental asset markets," QuBE Working Papers 050, QUT Business School.
    3. Kliger, Doron & Levy, Ori, 2009. "Theories of choice under risk: Insights from financial markets," Journal of Economic Behavior & Organization, Elsevier, vol. 71(2), pages 330-346, August.
    4. Vanessa Mertins & Susanne Warning, 2013. "Gender Differences in Responsiveness to a Homo Economicus Prime in the Gift-Exchange Game," IAAEU Discussion Papers 201309, Institute of Labour Law and Industrial Relations in the European Union (IAAEU).
    5. Boschini, Anne & Muren, Astri & Persson, Mats, 2012. "Constructing gender differences in the economics lab," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 741-752.
    6. Agarwal, Sumit & Chomsisengphet, Souphala & Zhang, Yunqi, 2017. "How does working in a finance profession affect mortgage delinquency?," Journal of Banking & Finance, Elsevier, vol. 78(C), pages 1-13.
    7. Silvio Aldrovandi & Petko Kusev & Tetiana Hill & Ivo Vlaev, 2017. "Context Moderates Priming Effects on Financial Risk Taking," Risks, MDPI, Open Access Journal, vol. 5(1), pages 1-11, March.
    8. repec:eee:jeborg:v:138:y:2017:i:c:p:85-98 is not listed on IDEAS
    9. Kirk, Colleen P. & McSherry, Bernard & Swain, Scott D., 2015. "Investing the self: The effect of nonconscious goals on investor psychological ownership and word-of-mouth intentions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 186-194.

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