ABSTRACT
The discovery and analysis of the values that motivate and guide shareholders provides a coherent picture of how ordinary shareholders make their share-buying decisions. Shareholders are motivated by a comfortable life and family security when they decide to buy shares, but during the company selection process, their guiding and others-oriented values come to the fore when the situation warrants. The pragmatism of small shareholders is shown by how they prioritise each issue of corporate responsibility and also that they understand that a business cannot survive if it does not look after the major groups of stakeholders. The marketing of financial services seems to be built upon the presumption that all investors are active and always eager to increase their wealth. Issues such as striving for company financial stability, truthful promotion and product disclosure and minimising harm to the environment are rated higher in importance than maintenance of long-term share price growth.
