Abstract
The aim of this article is to comment on the proposals set out by Hanssens in his article ‘The case for research on the marketing–finance interface’. For each insight, we present the main aspects of finance theory and discuss the scope as well as the possible research avenues. We think it would be interesting to conduct research on the investor figure. Indeed, although marketing easily considers the consumer as an actor subject to biases, and who acts within the framework of a limited rationality, finance still struggles to define the investor as an economic actor subject to individual and collective biases.
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