Martin Reimann Explains How Headlines May Influence Behavior

Martin Reimann, associate professor of marketing and McClelland Fellow in the Eller College of Management, was recently quoted in a Charles Schwab article about how today’s headlines influence people’s financial decisions. The article titled, “The Real Relationship Between Headlines and Bottom Lines,” looks at the connection between news coverage, consumer emotions, and money habits.

Reimann explains that the media does more than simply share information—it also shapes how people interpret that information. 

“The media acts as both a transmitter of factual information and a lens that frames how that information is perceived," he says. "When the tone leans toward fear, uncertainty or urgency, consumers may respond emotionally, often by becoming more conservative in their financial behavior.”

Reimann's insights serve as a reminder that the way news is presented can directly impact how confident—or cautious—people feel about their financial choices. A headline meant to grab attention can spark anxiety and lead to more conservative spending, while a more neutral or balanced tone may help people make decisions based on facts rather than fear. For readers, the takeaway is clear: being mindful of how headlines influence emotions can lead to smarter, more intentional financial behavior.