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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:10.55041/IJSREM23557

Behavioral Banking in India

Stream/Area:

-

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Paper ID:

10.55041/IJSREM23557

Volume:

7 |

6 |

Jun 2023

Pages:

Publication Frequency:

Monthly (12 issues per year)

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License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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MNS

Mahendrakumar Nagorao Sarje

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Abstract

The field of behavioral finance has its unofficial roots in Selden’s Psychology of the Stock Market from 1912, Fessinger’s study of cognitive dissonance from 1956, and Pratt’s discussion of risk aversion and the utility function from 1964. A branch of behavioral economics called “behavioral finance” contends that investors’ and financial professionals’ financial decisions are influenced by psychological factors and biases. However, behavioral finance is only recently being applied in the banking industry. Officially, only one bank employs behavioral finance as its primary mode of operation. There are so many areas which are untouched in the banking business that can make good use of behavioral finance. With the use of the numerous Behavioral Finance principles, I’m attempting to investigate the notion of a business model that could help the banking sector.

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Mahendrakumar Nagorao Sarje, "Behavioral Banking in India," International Journal of Scientific Research in Engineering and Management, vol. 7, no. 6, Jun 2023. https://doi.org/10.55041/IJSREM23557

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6/15/2023

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