PSYCHOLOGICAL FACTORS AFFECTING INVESTORS DECISION MAKING

The paper investigates the psychological factors influencing investors’ decision-making processes, with a particular focus on how biases affect risk tolerance and investment decisions. Utilizing a comprehensive methodology that includes ANOVA, regression, and correlational analysis, this study examines the effects of biases such as overconfidence, anchoring, herd behaviour, regret aversion and optimism biases on investment decisions. The research findings reveal significant correlations between these psychological biases and investor behaviour, highlighting their impact on risk assessment and decision-making strategies. To ensure the reliability of the research tools, a Cronbach’s Alpha test was conducted, confirming the consistency of the instruments used. The study’s results challenge the traditional notion that states that investment decisions are driven solely by logical reasoning and underscoring the substantial influence of emotional and cognitive biases. These insights contribute to the field of behavioural finance by enhancing understanding of the psychological underpinnings in investment decision-making and suggesting practical applications for financial education and advisory services. The paper advocates for the inclusion of psychological bias recognition in investor education, proposing that such an approach can significantly improve decision-making and lead to better investment outcomes. The implications of this research extend beyond individual investors to financial advisors and policymakers, offering them a foundation to develop strategies and regulations that help mitigate bias-driven investment mistakes, ultimately fostering greater financial well-being and market efficiency.