Behavioral Finance is a field that examines how psychological factors and cognitive biases influence financial decision-making. It challenges the traditional assumption of rational, unemotional investors and explores the role of emotions, heuristics, and other behavioral traits in shaping investment behavior.

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What is behavioural finance? | MH Community

The financial services industry has been talking about behavioural finance for some time. It is my observation that most of what is written and discussed, refers to ‘irrational investors’ being unable or unwilling to manage their behavioural biases,