@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}, }