As shown in Table 5 , Panel A, we find that the presence of jargon has a significant effect on premium (Link 1b; coefficient = 1.286, p = 0.02, one-tailed), and premium has a positive impact on investment willingness (Link 2b; coefficient = 0.620, p < 0.01, one-tailed). The direct link between jargon and investment willingness is insignificant (Link 3b; coefficient = 0.135, p = 0.73), indicating that premium fully explains the effect of jargon on investment willingness (i.e., a full mediation). More importantly, as presented in Table 5 , Panel B, we find a significant indirect effect of jargon on investment willingness through premium, with a 90% confidence interval not including zero (0.229, 1.401). Overall, the mediation results support our argument that jargon increases premium, which in turn increases the investment willingness for investors with some-but-low industry knowledge.