2022
DOI: 10.1111/joms.12812
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Rhetoric, Risk, and Investment: Letting the Numbers Speak for Themselves

Abstract: It is well established that words matter. Yet, there remains much that we do not understand about when and how words are best utilized in various business contexts. This study uses a mediation model to examine how investment risk influences the choice of different rhetorical frames – logos (logic), pathos (emotion), and ethos (character) – in the initial public offering (IPO) prospectus, and subsequently how rhetoric influences investment performance. We apply rhetorical theory to describe how authors use diff… Show more

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Cited by 5 publications
(1 citation statement)
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“…Further, research should more thoroughly examine how signals are portrayed to audiences to better understand mechanisms through which signal receivers assimilate and utilize information. For example, a recent study by McLeod and colleagues (2022) finds that framing the IPO prospectus using more logos (i.e., logical) argumentation to support financial data may be counterproductive. Rather, prospectus authors should focus more on framing with stronger pathos (i.e., emotional) and ethos (i.e., ethical) arguments to supplement the more objective data provided in the prospectus.…”
Section: Discussionmentioning
confidence: 99%
“…Further, research should more thoroughly examine how signals are portrayed to audiences to better understand mechanisms through which signal receivers assimilate and utilize information. For example, a recent study by McLeod and colleagues (2022) finds that framing the IPO prospectus using more logos (i.e., logical) argumentation to support financial data may be counterproductive. Rather, prospectus authors should focus more on framing with stronger pathos (i.e., emotional) and ethos (i.e., ethical) arguments to supplement the more objective data provided in the prospectus.…”
Section: Discussionmentioning
confidence: 99%