Mutual Funds: Advertising, Behavioral Models, and Investor Choice

Journal of Index Investing, Vol. 1, No. 4, pp. 7-12, Spring 2011

6 Pages Posted: 27 Feb 2011 Last revised: 6 Mar 2017

See all articles by John A. Haslem

John A. Haslem

University of Maryland - Robert H. Smith School of Business; University of Maryland - Robert H. Smith School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: February 25, 2011

Abstract

This article provides theories of advertising and investor behavior that apply to mutual fund advertising and investor fund choices. Mutual fund advertising and its effect on investor fund choices is assessed in context of the role of advertising, advertising as persuasion, investor choice, revealed preferences, affect as persuasion, and human behavior.

Among the more interesting findings is that highly educated and wealthy mutual fund investors as well as more financially savvy investors tend to make relatively poor fund choices.

Keywords: mutual funds, advertising, investor behavior, advertising as persuasion, investor choice, revealed preferences, affect as persuasion, human behavior

JEL Classification: G2, G23, G28

Suggested Citation

Haslem, John A. and Haslem, John A., Mutual Funds: Advertising, Behavioral Models, and Investor Choice (February 25, 2011). Journal of Index Investing, Vol. 1, No. 4, pp. 7-12, Spring 2011, Available at SSRN: https://ssrn.com/abstract=1769958

John A. Haslem (Contact Author)

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University of Maryland - Robert H. Smith School of Business ( email )

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