Relevance of Visual Aspects in the User’s Choices

Abstract: In the last few years, the concepts related to finance have been questioned, for example, the rationality of the economic agents. Studies in this field questioned the evidence that economic rationality. Non-cognitive factors can influence decisions made, considering only the cost-benefit. Studies showed that the non-rational side of the human being influences most decisions. The study applied questionnaires to observe 180 college students’ reactions with a few attributes considered requirements for the intuitive judgment process. Using only photographs of candidates, the participants were able to properly separate the ones elected from the others in the requirements of competency, intelligence, honesty, trustworthiness, charisma, and sympathy. Besides that, in three cases, the participants used the anchor effect on the grade given. 

Key words: visual aspects; behavioral finance; concision process

JEL codes: G41, M41, D72