Understanding Information Salience Phenomenon: Identifying and Prioritizing its Consequences in the Stock Exchange Market

The information salience is one of the main obstacles in evaluating all options for the investor and makes him focus on a piece of information at all times and give more weight to it for his judgments. The present study was conducted to understand the phenomenon of information salience: identifying and prioritizing its consequences in the stock exchange market. The statistical population of the study consists of 21 experts consisting of investors of stock exchange and securities market organizations in Tehran who have been selected based on the principle of theoretical adequacy and using purposive sampling method. In the qualitative section, semi-structured interviews were used to collect information, the validity and reliability of which were confirmed using CVR coefficient and Kappa-Cohen test, and the data obtained from the interview were analyzed using Atlas.ti software and coding method. And the consequences of information bulge were identified. In the quantitative part, a pairwise comparison questionnaire was used to collect information, the validity and reliability of which were confirmed by content validity and retesting. Using fuzzy Delphi technique, the consequences of information bulge were prioritized and its most important consequences were identified. The results of the study indicate that based on judgments and surveys of experts, eighteen factors were introduced as the consequences of information salience. The results also show that detail, increasing unreasonable decisions, wasting resources, overreaction, inappropriate investment, incorrect judgments and predictions, and poor evaluation of options are the most important consequences information salience of stock exchange market.