Muhammad Adnan
Lecturer at Government College University Faisalabad
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Brief Statement of research work
Behavioral finance challenges the traditional idea of rational investors by exploring how psychological factors and cognitive biases affect investment decisions. This research investigates the ways in which emotions, heuristics, and behavioral biases such as overconfidence, loss aversion, herd behavior, and anchoring influence investors' risk perceptions and choices. The research highlights how these biases lead to suboptimal investment results, inefficiencies in the market
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