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Introduction
Traditional finance theorists believe that investors think
and behave rationally when buying and selling financial
securities.
However, behaviorists/psychologists challenged the
assumptions of Efficient Market Hypothesis (EMH).
They opine that investors do not think and behave
rationally in real life situations as a consequence of
cognitive and emotional biases.
As per Prospect theory, people make decisions based on
the potential value of losses and gains instead of the
final outcome, and they evaluate these losses and gains
using certain heuristics.
Nature of Biases-BF Perspective
Biases may be grouped into: Information processing
biases and Behavioral biases.
Biases
Information processing
biases (i.e. Investors‟ Behavioral Biases
biases)
Choice with uncertainty in real life
"We have an irrational tendency to be less willing to gamble with profits than with
losses."