Opportunity and Financial Communication

Shih-Lun Alex Wang

Chapter Chapter 4 in Financial Communications, 2013, pp 63-78 from Palgrave Macmillan

Abstract: Abstract Opportunity to process a financial communication refers to the executional characteristics that favor the information processing of such a communication (Wang 2009a, 2011c). Opportunity enhancement focuses on executional factors that may enhance source, message, branding, and modality effects on the processing of a financial communication (Wang 2009a, 2009c, 2011b, 2011c, 2011d; Wang and Dowding 2010). Learning about finance means learning how to select, organize, and interpret various sources of financial information to make financial decisions. It is conventional wisdom to believe that consumers need to watch over their investments more closely rather than rely on others to do so. Thus, it is imperative that consumers learn as much as they can and become as knowledgeable about managing their finances as possible to make sound financial decisions.

Keywords: Financial Marketer; Purchase Intention; Brand Equity; Aspiration Level; Financial Adviser (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35187-6_4

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DOI: 10.1057/9781137351876_4

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