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Behavioural finance is a concept developed with the inputs taken from the field of psychology and finance. It tries to understand the various puzzling factors in stock markets to offer better explanations for the same. Behavioural finance is defined as the study of the influence of socio-psychological factors on an asset’s price. It focuses on investor behaviour and their investment decision-making process. HEURISTICS: (Rule of thumb strategy) Heuristics are referred as rule of thumb, which applies in decision making to reduce the cognitive resources to solve a problem. These are mental shortcuts that simplify the complex methods to make a judgment. Investor as decision maker confronts a set of choices within certainty and limited ability to quantify results. This leads identification and understanding of all heuristics that affect financial decision making. Some of heuristics are representativeness, anchoring & adjustments, familiarity, overconfidence, regret aversion, conservatism, mental accounting, availability, ambiguity aversion and effect. Heuristics help to make decision. FRAMING: The perceptions of choices that people have are strongly influenced by how these choices are framed. It means choices depend on how question is framed, even though the objective facts remain constant. Psychologists refer this behaviour as a’ frame dependence’. As Glaser, Langer, Reynders and Weber(2007) show that investors forecast of the stock market depends on whether they are given and asked to forecast future prices or future return. So it is how framing has adversely affected people’s choices. EMOTIONS: Emotions and associated human unconscious needs, fantasies, and fears drive much decision of human beings. How these needs, fantasies, and fears influence financial decision? Behavioural finance recognise the role Keynes’s “animal spirit” plays in explaining investor choices, and thus shaping financial markets (Akerlof and Shiller, 2009). Underlying premises is that our feeling determine psychic reality affect investment judgment. MARKET IMPACT: Do the Cognitive errors and biases of individuals and groups of people affect market and market prices? Indeed, main attraction of behavioural finance field was that market prices did not appear to be fair. How market anomalies fed an interest in the possibility that they could be explained by psychology? Standard finance argues that investors’ mistakes would not affect market prices because when prices deviate from fundamental value, rational investor would exploit the mispricing for their own profit.
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