Behavioral aspect of design and marketing of financial products

Abstract

There is a substantial body of evidence which shows that investors are not always indifferent among identical cash flows that are framed differently. This implies that it is possible for financial products marketers to manipulate decision frames to better promote their products. However, no study has yet been conducted in Singapore to test the impact of framing on consumer behaviour. The purpose of this present study is therefore to find out if the above phenomenon applies in the local context.BUSINES