Abstract
The objective of this study is to analyze the emotions, beliefs, and
preferences of investors affecting the financial decision-making
process. With the help of in-depth interview method, this study
not only explores the cognitive behavior of investor but also
identifies sources of behavioral biases. Twenty-five semistructured interviews were conducted for the description and
identification of underlying thoughts and feelings that can
influence financial decisions. By using open coding method of
verbal data, the required analysis was conducted. It was found
that a variety of emotions, beliefs, preferences and personality
characteristics bias the individual investor's decisions.
Interviews revealed the flaws as well as the psychological design
of investors while making financial decisions.
Sadia Jabeen, Syed Zulfiqar Ali Shah, Rabeeya Raoof, Naheed Sultana. (2019) Cognitive Behavior Effecting Investment Decision-making Processes , Journal of Managerial Sciences, Volume 13, Issue 2.
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