%0 Journal Article
	%A Azwadi Ali
	%D 2011
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 50, 2011
	%T Predicting Individual Investors- Intention to Invest: An Experimental Analysis of Attitude as a Mediator
	%U https://publications.waset.org/pdf/12254
	%V 50
	%X 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.
	%P 157 - 164