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Effects of Visual Priming on Improving Web Disclosure to Investors

This research used online experiments to examine how different types of visual priming affect less knowledgeable and knowledgeable online investors' processing and understanding of disclosure information. It also aimed at addressing what types of visual priming of online disclosure information are most effective at affecting less knowledgeable versus knowledgeable investors regarding their processing and understanding of disclosure information. The results revealed online investors perceived that categorical and semantic priming helped them process and understand the disclosure information better than feature priming. This result was confirmed when investors' knowledge levels did not change how knowledgeable and less knowledgeable investors perceived different types of visual priming. The results concluded that knowledge level did not interact with visual priming to influence investors' processing and understanding of disclosure information.