The disposition effect is the tendency that all investers have to sell their winners and hold their losers. When we sell our winners, we are greedy for the swirl of chemi s that go off in our brain only when we actually stell a winner. Having an appreciated stock doesn't do us any good as far as our brain chemistry is concerned. And final point here is professor terence oden at calberkeley. Is a wonderful guy, and has written about number of these in an academic setting,. shows proves how they affect performance.

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