An Examination of Persuasive Financial Communications

An Examination of Persuasive Financial Communications

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In this dissertation, I provide two essays that examine how parties in the financial communication process attempt to persuade other market participants. In the first essay, I provide a thought piece in which I accomplish two objectives. First, I explain how the financial communications process involves persuasion, which is defined as qany effort to modify an individual's evaluations of people, objects or issues by the presentation of a messageq (Petty and Cacioppo 1986, p. 25). The parties on which I focus are corporate managers, information intermediaries (hereafter, sell-side analysts), and investors. I describe the typical communications among the three dyads represented by these groups (e.g., managers-analysts, analysts-investors, etc.), and argue that it involves persuasion. Second, I introduce one persuasion theory---the persuasion knowledge model (PKM)---and explain how it can increase our understanding of the financial communications process. The PKM outlines additional factors beyond those suggested by economic theory---such as, topic knowledge, persuasion knowledge, and recipient (provider) knowledge---that influence the selection of and reaction to persuasion strategies in financial communications.BACKGROUND INFORMATIONa€”SELL-SIDE ANALYSTS On the following page, you will be provided with a research report for Omega prepared by Sutton Financial, a diversified brokerage firm. Below are brief descriptions of sell-sideanbsp;...

Title:An Examination of Persuasive Financial Communications
Author:Jennifer Lynn Winchel
Publisher:ProQuest - 2008


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