Introduction Economist and finance researchers have focused on models and theoretical perspectives that assumes rationality. The behavioral views have risen from the use experimental psychology in finance and economics. -The behavioral psychology is a new discipline that tends to outline and explain decisions that people make in economics and finance. It brings together the mental and behavioral psychology with economics and finance. -Behavioral economics research was started as a result of inability to maximize fully the expected utility by rational economic investors. This was meant to resolve imbalance of traditional expected utility maximization of rational investors in the efficiency market on human behavior basis. -The major assumption in behavioral finance is that the information system structures and characteristics of market participation systematically influence the individual investment decision as well as market out. This can be illustrated below. Behavioral finance aims at interpretation and action of the investor on the when prices changes from fundamental value rational investor would exploit the mispricing for their own profit. In conclusion behavioral finance set finance professionals with a group of new view which allows them to clearly solve many proven psychological problems that are present involving human cognition and emotions. This includes corporate boards and managers individual and institutional investors portfolio managers analysts advisors and even policy makers. These phenomena can move markets forprolonged periods. It applies to investors corporation marketing regulators and education. Works cited Barberis Nicholas and Richard Thaler. "A survey of behavioral finance."Handbook of the Economics of Finance 1 (2003): 1053-1128. Fama Eugene F. "Market efficiency long-term returns and behavioral finance."Journal of financial economics 49.3 (1998): 283-306. Olsen Robert A. "Behavioral finance and its implications for stock-price volatility." Financial analysts journal 54.2 (1998): 10-18. Shefrin Hersh. Beyond greed and fear: Understanding behavioral finance and the psychology of investing. Oxford University Press on Demand 2002. [...]
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