1. Behavioral Finance - An Explanation to Irrational Investment Behaviour Dr. MALABIKA DEO Professor & Head of Commerce, PONDICHERRY CENTRAL UNIVERSITY, Kalapet Puducherry – 605 014. INDIA.

3. Assumption of Behavioural Investors Traditional Finance Behavioural Finance Rational & Correct Heuristic (Rule of Thumb) Price reflects intrinsic value Frame dependence, social influence causes Mispricing Risk & Return – prime factors for investors Decision Risk & Return – frames Specific. Rational, Logical, Transparent & Objective Herd instinct, Emotional and Sentimental.

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