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Forum | Papers » If words are not enough, then use the color! How red and blue modulate attention during the reading of the Key Investor Information Document

If words are not enough, then use the color! How red and blue modulate attention during the reading of the Key Investor Information Document

M.G. Ceravolo, G. Raggetti, V. Farina, L. Leonelli, L. Fattobene, E.A. Graziano
May 2019 - n. 5
Keywords: Neurofinanza, neuroeconomia, attenzione, informazione finanziaria, Kiid
Jel codes: D87, D91, G11, G41

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.

 

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