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Behavioral finance is the study of finance that takes into account the messy and irrational aspects of human behavior. Traditional economic models assume perfect rationality, but behavioral finance recognizes that people often make decisions that are not financially optimal. Understanding behavioral finance is important for investors because it helps them avoid common investment pitfalls and make better financial decisions. It also helps them spend and save their money in ways that bring true happiness and fulfillment. Recognizing the impact of psychology on money and investing can also lead to self-exploration and personal growth.