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The Personal Business of Financial Planning

In an ideal financial utopia, investors would make unbiased, rational choices based solely on risk tolerance (risk vs. return trade-off). They’d be consistent in their thought processes and free from internal and external influences. However, we all know that’s far from the reality of today’s investor. Research shows that people frequently make financial and non-financial decisions based on emotion, replacing known facts with biases that can negatively affect results. That’s where the study of Behavioral Finance comes in.

Finance 101 Behavioral Finance