Looking in the Mirror and How it Impacts Investing Behavior
Do you think of yourself as a rugged individualist following your dreams? Or perhaps you see yourself as a caretaker, sacrificing for the needs of others? Research at Smith shows that the way in which investors perceive themselves influences their investment decisions, and that has important implications for marketers.
In this Smith Business Audio Series, research by Rebecca Hamilton, assistant professor of marketing, and Gabriel J. Biehal, associate professor of marketing, shows how consumers' self-views and goals affect their choices of investments through two experiments conducted online and in the Smith School's Netcentric Behavioral Research Lab.