Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

Regulatory Focus and Investment Adviser’s Recommending Behavior

Published: May 28, 2019


Soo Yeong Ewe, University of Monash Malaysia; Christina Kwai Choi Lee, Federation University of Australia


regulatory focus; recommending behavior; visual cue


This study aims to examine the effect of regulatory-focused visual cue on investment adviser’s recommending behavior. Using two experiments with 368 participants, the study demonstrates that after viewing a promotion-focused image and message, investment advisers tend to recommend investment plan with higher return potential. In contrast, investment advisers tend to recommend a more stable and safer investment plan after viewing a prevention-focused image and message. Furthermore, when the visual cue is presented together with task incentive, regulatory fit plays a crucial role in influencing investment advisers’ behavior. The effect of the regulatory-focused visual cue maintains (reduces) when there is a regulatory fit (non-fit) between the visual cue and task incentive message. The findings provide better understanding on how regulatory-focused visual cue may influence investment advisers’ behavior even though they are supposed to behave professionally when advising their clients.