Abstract

Consumers have many difficulties in understanding and making decisions about financial goods. This is why consumer’s misunderstanding often occurs in the process of purchasing financial goods. This study was conducted for the purpose of finding effective message construct in manual of financial goods to enhance financial consumers' understanding of financial goods. As major components of the goods description, the title type and description type were established as independent variables and identified how variation of the title type and description type affects interest in financial goodss and its attitude. In addition, it was investigated how the financial knowledge of consumers affected the interest in financial goods and attitude toward financial goods interacting with the presentation of goods manual. According to study results, the picture title showed a higher interest and a more positive attitude in financial goods than text title. The interaction effect of title type and financial knowledge appeared significantly. Consumer with low financial knowledge showed more positive attitude when the picture title was presented rather than text title. Similarly, the interaction effect of description type and financial knowledge appeared significantly. the detail description was more effective in condition of low financial knowledge on interest and attitude toward financial goods while the abstract description was more effective in condition of high financial knowledge. This study has implications that picture title increase consumer’s liking for financial goods and description type of financial goods should be considered with consumer’s financial knowledge.