Contents

US Retirement Financial Services Advertising's Financial Information Provisions, Communication Strategies and Judgmental Heuristic Cues

Lee, Tae Jun / Haley, Eric / Yun, Tai Woong / Chung, Won Jun

Abstract

Retirement savings and investments have been two of the most important financial service vehicles for American consumers' futures in recent years. With this backdrop, policymakers and consumer educators need retirement financial service providers to play the crucial role of helping consumers make economic decisions with regard to retirement plans and ultimately build retirement assets. This research of how retirement financial services advertising attempted to inform, communicate and persuade investors during the past four years (2006–2009) includes two crucial events in the US retirement marketplace—the Pension Protection Act of 2006 and the 2007/2008 US financial crisis. A content analysis examined the type of information, the communication strategies and the judgmental heuristic cues presented in a total of 1,430 retirement financial service advertisements in six national US business‐finance magazines from 2006 to 2009.

Issue Date
2011-09
Publisher
WILEY-BLACKWELL
Citation
JOURNAL OF CONSUMER AFFAIRS, v.45, no.3, pp.391 - 418, 2011
DOI
10.1111/j.1745-6606.2011.01210.x
Journal Title
JOURNAL OF CONSUMER AFFAIRS
Start Page
391
End Page
418
ISSN
0022-0078
Language
English
Files in This Item:
    There are no files associated with this item.

Click the button and follow the links to connect to the full text. (KDI CL members only)

qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.