Neurofinance is a nascent field which investigates the neurophysiological bases of financial decision-making. By applying the eye-tracking methodology, this study observes and measures the influence of color on attention allocation, during the reading of financial information in the Key Investor Information Document. The analysis reveals that colors applied to specific Sections of the document modulate the attention dedicated to scan same sources of information, and, in turn, the financial product attractiveness perception.
gabriella ceravolo, M., Raggetti, G., Farina, V., Leonelli, L., Fattobene, L., Anna Graziano, E. (2019). Se le parole non bastano, si usi il colore! Come il rosso e il blu modulano l’attenzione del lettore di un Kiid. BANCARIA.
Se le parole non bastano, si usi il colore! Come il rosso e il blu modulano l’attenzione del lettore di un Kiid
Vincenzo Farina;Lucia Leonelli;Lucrezia Fattobene;
2019-05-01
Abstract
Neurofinance is a nascent field which investigates the neurophysiological bases of financial decision-making. By applying the eye-tracking methodology, this study observes and measures the influence of color on attention allocation, during the reading of financial information in the Key Investor Information Document. The analysis reveals that colors applied to specific Sections of the document modulate the attention dedicated to scan same sources of information, and, in turn, the financial product attractiveness perception.File | Dimensione | Formato | |
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