Abstract
This article examines theories of advertising and investor behavior that apply to mutual fund advertising and investor choices. Mutual fund advertising and its effect on investor fund choice is assessed in the context of the role of advertising, advertising as persuasion, investor choice, investor revealed preferences, affect as persuasion, and human behavior. Among the findings is that highly educated and wealthy mutual fund investors as well as more financially savvy investors tend to make <i>poorer</i> fund choices. <b>TOPICS:</b>Mutual fund performance, wealth management, in portfolio management
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