Consumer Motivation and Financial Communication

Abstract

Financial marketers must carefully communicate with consumers about financial products or services in order to avoid undesirable consequences and costly mistakes. Due to regulations and competition, marketers must continually inform consumers of their services or products while making sure that mandated statements and disclosures are also provided in financial communications. There are many financial products and services that require carefully executed communications. To name a few, communications regarding credit cards, securities, mutual funds, student loans, car loans, and mortgages all have to be created carefully since restrictions may be applied to what marketers can or need to include in their messages about these products and services (Wang 2009c, 2010a, 2011b, 2012a, 2012b, 2012c).