A new marketing study from School of Business says affiliation with attractive objects causes people to be more open-minded to financial risk-taking.
The findings, to be published in The Journal of Experimental Psychology: Applied, reveal that being associated with aesthetically pleasing things “affirms” people’s sense of self. This means that when people feel a connection in some way to something good looking they feel better about themselves and their values. As a result of this affirmation, people become more open to information and arguments presented to them and are more willing to take financial risks, such as buying a used car or investing in a fledgling start-up company when given reasons for doing so. This is the same for both financially savvy and less savvy investors.