@article{(Open Science Index):https://publications.waset.org/pdf/12254,
	  title     = {Predicting Individual Investors- Intention to Invest: An Experimental Analysis of Attitude as a Mediator},
	  author    = {Azwadi Ali},
	  country	= {},
	  institution	= {},
	  abstract     = {The survival of publicly listed companies largely
depends on their stocks being liquidly traded. This goal can be
achieved when new investors are attracted to invest on companies-
stocks. Among different groups of investors, individual investors are
generally less able to objectively evaluate companies- risks and
returns, and tend to be emotionally biased in their investing
decisions. Therefore their decisions may be formed as a result of
perceived risks and returns, and influenced by companies- images.
This study finds that perceived risk, perceived returns and trust
directly affect individual investors- trading decisions while attitude
towards brand partially mediates the relationships. This finding
suggests that, in courting individual investors, companies still need to
perform financially while building a good image can result in their
stocks being accepted quicker than the stocks of good performing
companies with hidden images.},
	    journal   = {International Journal of Economics and Management Engineering},
	  volume    = {5},
	  number    = {2},
	  year      = {2011},
	  pages     = {157 - 164},
	  ee        = {https://publications.waset.org/pdf/12254},
	  url   	= {https://publications.waset.org/vol/50},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 50, 2011},