All that Glitters Attracts

Using a methodology from experimental finance based on qualitative analysis tools, this article aims at analyzing the potential existence of the ‘all that glitters attracts’ bias in order to explain the behavior of individual investors. For this purpose, we observed the investment strategies and behaviors of eight students in a continuous trading situation over three days. Using a fictional portfolio of 100,000 euros, the participants were given the opportunity to trade shares in companies from the CAC40 index (the 40 largest market capitalizations on the French market). Regarding the size of the companies in the index, we observe a high volume of information disclosed to the markets which could, to a certain extent, complicate the interpretation of the information signals sent. Based on trading journals - and more specifically the number of transactions carried out on specific stocks - we find that participants are strongly focused on companies that are closely followed by financial analysts and receive the most media coverage. To support our findings, we have also used a process of participative observation to collect first-hand experiences from participants during the experiment. The different elements collected suggest that the participants’ decision-making processes were largely influenced by the intensity of the companies’ communication and their presence in the information flows provided by the stock market websites. This conclusion leads us to believe that, in the mind of individual investors, marketing linked to the stock market life of companies seems to prevail over any informational content. In any case, in their decision-making process, the participants clearly selected shares that were in the spotlight, and so, depending on the context of analysis and the investigative tools used, we confirm the presence of an ‘anything that glitters attracts’ bias, a strong focus on available information and some herd effects. The contribution of this article is threefold: the analysis of a bias largely neglected by scientific studies in the financial field, the use of an innovative experimental protocol, and the use of methodological tools that provide an assessment of individuals' personal perceptions.