How Investors Became Consumers

Advertising for investment products has changed over the past 50 years. Ads initially targeted investors as defined in standard finance: that is, as fact-seeking utility maximizers. Ad portrayals gradually changed to target consumers, defined as people pursuing diverse life projects. Verbal and fact...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of macromarketing 2016-09, Vol.36 (3), p.243-271
Hauptverfasser:	McQuarrie, Edward F., Statman, Meir
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Consumers Investors Mutual funds
Online-Zugang:	Volltext
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