Revisit: Financial Services Advertising


Consumers' Financial Well-Being, Special issue of International Journal off Bank Marketing; Deadline now 31 Jul 2017


Financial consumers regularly utilize advertising as important information intermediaries to facilitate financial information processing and decision making. Financial companies are engaging in vigorous marketing and communication activities in order to form, shift, maintain, and improve brand equity and strategic relationships with current and potential investors, average consumers, shareholders, and other stakeholders. However, in the aftermath of the global financial crisis of 2008, recent advances and development with regard to regulatory reform, consumer protection, sustainable development, and trust and transparency in the financial marketplace have changed the nature and role of financial services advertising in financial wellbeing in the U.S. and elsewhere. Moreover, over the last decade, a dramatic growth in the acquisition and implementation of ICTs-based advertising systems has created uplifting changes and improvements in or alternatively reduce the wellbeing of individuals, including consumers, employees, collectives, and ecosystems. Surprisingly, despite the prevalence and consequence of financial services advertising, there is a remarkable lack of attention in scholarly journals to the relationship between financial services advertising and financial wellbeing, especially in the new regulatory environment and consumer economy. The aim of this special issue of the International Journal of Bank Marketing is to bridge this gap, and to advance our understanding of how and whether financial services advertising influence and interact with financial wellbeing from the business, technical, social, ethical, legal, and cultural perspectives. Contribution from both within and outside of advertising disciplines including communication, marketing, management, economics, finance, information technology, psychology, public policy, public administration, law, anthropology, sociology, and education are welcome. Authors may submit empirical, analytical, or conceptual studies which examine the role of financial services advertising in financial wellbeing outcomes not typically examined in prior advertising and marketing studies and contain practical applications and theoretical implications with inventions and innovations in public policy, business, and consumer education, particularly from the consumers’ point of view. Example of topics for this special issue include, but are not restricted to, the following key areas:

  • Contemporary use of financial services advertising and international differences
  • Financial services advertising strategies (e.g., targeting/segmentation, message, media) for enhancing financial wellbeing;
  • Financial services advertising and the wellbeing of different consumers;
  • Advertising elements and contexts that make financial consumers susceptible to making biased and suboptimal errors in information processing and decision making that have large personal and societal consequences;
  • Metrics for the measurement of financial services advertising and financial wellbeing;
  • Development of valid and reliable measures of financial services advertising literacy or its components;
  • Consumer perception of and attitude toward financial services advertising and measuring its effectiveness of corporate business outcomes in business and consumer markets;
  • The role of financial services advertising in financial literacy, choice, behavior, quality of life, and the increase or decrease in disparities at the individual level or beyond the individual level to look at the effect of financial services advertising on families and other collectives;
  • The role of financial services advertising in vulnerable or disadvantaged consumer groups or its unexpected results;
  • Financial services advertising as financial learning transfer that help overcome financial capacity constraints;
  • Information and communication technology and its impact on financial services advertising with respect to financial wellbeing;
  • Advertising planning and decision making within financial services firms in the new regulatory environment and consumer economy;
  • New financial services advertising models for public-private partnership, social entrepreneurship, sustainability development, transparency and trust in the financial marketplace, and
  • Important issues germane to key financial services advertising regulations that are suitable for consumer financial capacity and product characteristics;

The above list is not intended to be exhaustive and contributions are warmly invited which examine any aspect of financial services advertising and its current status and future guidelines for financial wellbeing.

Guidelines to authors for manuscripts can be found at:

Submissions will be at through the ScholarOne system. Questions regarding the suitability of manuscripts should be sent to the guest editor, Dr. Taejun (David) Lee at


Taejun (David) Lee, Ph.D., Assistant Professor of Public Management, KDI School of Public Policy and Management, 263 Namsejong-ro, Sejong, 339-007, South Korea. Email: