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Interactive Effect of Behavioral and Demographic Variables on Individual Investors’ Search Behavior

Author(s): Smita Pandey | Narendra K. Sharma | Ashok K. Mittal

Journal: International Journal of Trade, Economics and Finance
ISSN 2010-023X

Volume: 4;
Issue: 2;
Start page: 60;
Date: 2013;
Original page

Keywords: Depth of search | financial knowledge | financial product | information display board | risk aversion attitude.

This study explores the information search behavior of individual investors for financial products and services. It applies process tracing techniques and uses an electronic information display board as a tool to understand how information search behavior varies across age, gender, risk aversion attitude, and financial knowledge levels of individual investors. It explores how the interactions between the behavioral and demographic variables affect an individual’s information search behavior for equity shares. The results reveal that risk aversion attitude and financial knowledge level combinations differentially affect information search behavior for investors of different age and gender.
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