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Presentational format and financial consumers’ behaviour: an eye-tracking study

Maria Gabriella Ceravolo (Department of Clinical and Experimental Medicine, Centre for Health Care Management, Università Politecnica delle Marche, Ancona, Italy)
Vincenzo Farina (Department of Management and Law, Università degli Studi di Roma Tor Vergata, Roma, Italy)
Lucrezia Fattobene (Department of Clinical and Experimental Medicine, Università Politecnica delle Marche, Ancona, Italy) (Department of Management and Law, Università degli Studi di Roma Tor Vergata, Roma, Italy)
Lucia Leonelli (Department of Management and Law, Università degli Studi di Roma Tor Vergata, Roma, Italy)
GianMario Raggetti (Centre for Health Care Management, Università Politecnica delle Marche, Ancona, Italy)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 28 February 2019

Issue publication date: 25 April 2019

1042

Abstract

Purpose

The purpose of this paper is to examine whether financial consumers are sensitive to presentational format of financial disclosure documents and whether this influences the financial attractiveness of products.

Design/methodology/approach

In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design.

Findings

The analysis reveals that financial information processing and attention distribution are influenced by the way the information is conveyed. Moreover, some layouts induce individuals to rate the products as less financially attractive, independent of the information content. This suggests the importance of studying the neural mechanisms of investors’ behaviour in the scrutiny of financial product documents.

Practical implications

The results lead to recommend regulators and managers to study how investors respond to financial disclosure documents by exploiting neuroscientific techniques. Moreover, there is a role for the search of any benefit coming from emphasising specific sources of information inside documents.

Originality/value

This research investigates the influence of presentational format on consumers’ information processing measuring the underlying neurophysiological processes; the consequent perception of financial attractiveness is also explored.

Keywords

Citation

Ceravolo, M.G., Farina, V., Fattobene, L., Leonelli, L. and Raggetti, G. (2019), "Presentational format and financial consumers’ behaviour: an eye-tracking study", International Journal of Bank Marketing, Vol. 37 No. 3, pp. 821-837. https://doi.org/10.1108/IJBM-02-2018-0041

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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