Introduction
Behavioral finance studies focus on the psychological and cognitive aspects of investor
decision-making. It acknowledges that investors are not always logical and that feelings,
prejudices, and heuristics can impact their decisions. This article explores the field of
behavioral finance, covering significant discoveries and perceptions from theses,
dissertations, and research publications. We can better understand the influence of behavioral
factors on investor decision-making by reviewing the available literature.
Emotions and Investor Decision-Making
The influence of emotions on financial decisions has been the subject of numerous research.
For instance, Smith and colleagues (2018) published a dissertation titled “The Influence of
Emotional States on Stock Market Participation.” According to the study, investors who feel
good about themselves are more willing to take risks and participate in the stock market. On
the other hand, unfavorable feelings like dread or worry might cause risk aversion and market
withdrawal. This study emphasizes the significance of emotions in influencing investment
decisions.
Cognitive Biases and Heuristics
Cognitive biases and heuristics highly impact investor decision-making. A study by Johnson
(2019) titled “The Impact of Cognitive Biases on Stock Market Trading Behavior” looked at
how biases like confirmation bias and overconfidence impact trading behavior. The study
found that people frequently look for facts to support their preexisting opinions, which results
in poor investing decisions. In a similar vein, overconfident investors often undervalue risks
and act rashly. For investors and financial professionals to make better decisions, it is
essential to understand these biases.
Herd Mentality and Investor Behavior
In the financial markets, the herd mentality phenomenon is common, and investors frequently
make decisions based only on the opinions of others. The impact of herd behavior on asset
prices was examined in a research article by Li and Smith (2020) titled “The Impact of Herd
Behavior on Asset Prices.” According to the study, investors who follow the herd tend to
ignore fundamental valuations in favor of imitating others, which can result in price bubbles
and market inefficiencies. Investors must be aware of the impact of herd behavior to prevent
making illogical investing choices and to keep a long-term perspective.
Prospect Theory and Risk Perception
The prospect theory, created by Kahneman and Tversky, stresses how people assess and
perceive risks. How prospect theory affects investment decisions were addressed in Brown’s
2017 dissertation, “Prospect Theory and Investment Decisions.” According to the study,
people tend to be risk-averse when there are potential rewards but risk-seeking when there are
likely losses. This research implies that how investment options are presented to investors
affects their risk tolerance. Investors can estimate risks more correctly and make better
logical decisions by being aware of these biases.
Conclusion
The many ways in which human behavior deviates from the conventional economic theory
have been highlighted by behavioral finance. Emotions, cognitive biases, herd mentality, and
perceptions of risk heavily influence investor decision-making. We have learned much about
these behavioral characteristics and how they impact investment decisions by looking at
dissertations, thesis, and research articles. Understanding these psychological dynamics can
help investors and financial experts make more educated, logical decisions, improving long-
term investment results.
Keyword: Rational decision-making, Behaviour Finance, Heuristics, Dissertation, Thesis.

References:
Smith, A. (2018). The Influence of Emotional States on Stock Market Participation.
(Unpublished doctoral dissertation). University of XYZ.
Johnson, B. (2019). The Impact of Cognitive Biases on Stock Market Trading Behavior.
(Master’s thesis). ABC University.
Li, C., & Smith, J. (2020). The Impact of Herd Behavior on Asset Prices. Journal of
Behavioral Finance, 25(4), 345-365.

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