Behavioral Finance und Werbung für Investmentfonds: by Jennifer Jordan

By Jennifer Jordan

Obwohl die Marktkommunikation für die Investmentbranche eine bedeutende Rolle spielt, ist die wissenschaftliche Fundierung der Werbung für Finanzanlagen bisher unzureichend.

Jennifer Jordan erklärt relevante Werbewirkungsprozesse bei Investmentfonds theoretisch und geht der Frage nach, wie die Risiko-Rendite-Wahrnehmung privater Anleger durch bestimmte inhaltliche Elemente der Werbung beeinflusst wird. Hierzu leitet sie aus der Forschungsrichtung Behavioral Finance wichtige Impulse ab und zeigt, dass die Anleger im Rahmen ihrer Informationsverarbeitung systematische Urteilsheuristiken anwenden. Die Autorin überprüft die Wirkung von aufmerksamkeitsstarken Zahlenwerten, Fondsratings, Performance-Charts, Markenlogos und emotionalen Gestaltungselementen in der Investmentfonds-Werbung empirisch und leitet Implikationen für die Marketingpraxis und für den Anlegerschutz ab.

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Extra resources for Behavioral Finance und Werbung für Investmentfonds: Beeinflussung der Risko-Rendite-Wahrnehmung privater Anleger

Sample text

2. r"'I"IClmwllace ~1IICI .. "" . . IU , . Mn.. I ..... 'ollllll,~ .... _____ -_. ·__ .. _ ...... _-----------------_ .. -. - -. . .. _ - _ . _ ' _ _ 100_ .. _ - Abb. 6: Beispiele für aufmerksamkeitsstarke Zahlenwerte in der Fondswerbung. Abb. 7: Beispiele für Ratings in der Fondswerbung. Auch Performance-Charts in der Werbung sind ein Element der Risiko-RenditeKommunikation. Sie stellen die Vergangenheit eines Investmentfonds in einem bestimmten Zeitraum graphisch dar und visualisieren dadurch seine Risiko- und Rendite-Merkmale.

Hoffnung, Angst, Stolz oder Frustration, verbunden. 67 Emotional ansprechende Bilder und Texte in der Werbung können den Anleger aktivieren, emotionalisieren und spezifische Erlebniswelten konstruieren. 68 Zugleich können 64 Vgl. Anderson/Settle 1996, S. 348 f. " Vgl. Andreassen 1990, S. 155, GoodwinIWright 1994, S. 562. 66 Vgl. MortimerlMathews 1998, S. 6, Stafford 1996, S. 14. 67 Vgl. Young/O'Neili 1992, S. 32, Geist 1999, S. 15 ff. 68 Vgl. allgemein Kroeber-RiellWeinberg 1999, S. , Kroeber-RiellEsch 2000, S.

345. Vgl. Steffenhagen 1999, S. , Kroeber-RieI1991, S. , Behrens 1978, S. 345 ff. sowie den umfassenden Überblick bei VakratsaslAmbler 1999 und Meyers-LevylMalaviya 1999. Vgl. zum Unterschied zwischen ökonomischen und verhaltenswissenschaftlichen Werbewirkungsmodellen VakratsaslAmbler 1999, S. , Kaas 1990a, S. 492. Vgl. zum Stimulus-Organismus-Response-Ansatz sowie zur Abgrenzung zum Stimulus- ResponseAnsatz RosenstiellKirsch 1996, S. 48 ff. Vgl. B. Felser 2001, S. , Spanier 2000, S. , VakratsaslAmbler 1999, S.

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