The Effects of Ratings on Financial Decision-making

نویسنده

  • Carin Huber
چکیده

How do investors evaluate financial products? We propose that investors' financial decisions are influenced by third-party information highlighted by product ratings or certifications. Particularly, we provide an experimental study to investigate the effects of ratings on financial decision-making. Results show that participants' product evaluations and risk perceptions differ if the investment product is framed by a positive versus negative versus no rating. Our findings also reveal that products are evaluated significantly higher for those with a positively framed rating and significantly lower for products with negatively framed rating compared to unrated products. Furthermore, risk perception is lower for the positively framed and higher for the negatively framed products. Additionally, we find that risk perception has a mediating effect on the relationship between ratings and product evaluations. Lastly, we demonstrate the moderating role of participants' expertise and susceptibility to informational influence on this relation. Due to the considerable impact of ratings on product evaluations, these findings have crucial implications for companies' marketing strategies as well as for regulatory authorities regarding assurance of quality ratings and rating provider methods

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تاریخ انتشار 2011