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. The journey of behavioural finance has not been an easy one. Although psychology and behaviour have been linked with financial phenomena in the past, the research in this area has been sporadic and remained at the borders of mainstream finance. It was not until the late 20th century that the discipline received the recognition it deserved. This happened with Kahneman and Tversky introducing the groundbreaking “prospect theory” in 1979 and receiving the Nobel Prize for the same. Since that time, this discipline has revolutionised the way we perceive traditional finance. It highlights the fact that we are dealing with real people in the real markets that are far from being either perfect or rational. Emotions rule the market as well as our decisions. They have been responsible for creating disruptions in the market that could no longer be satisfactorily explained by rational models like Markowitz portfolio theory or the capital asset pricing model. Thus, behavioural studies have become essential to finance. As a result, this discipline has grown by leaps and bounds in recent times with notable research contributed by experts such as Richard Thaler, Robert Shiller, Andrei Shleifer, Terrance Odean, Hersh Shefrin, Meir Statman, Nicholas Barberis, John Nofsinger and many significant others. In fact, the amount of literature in this field has become so extensive that it is a daunting task to compile every aspect in a single work. Nevertheless, we make an attempt to cover the major aspects of behavioural finance with this resource. This resource is an attempt to introduce behavioural finance as a discipline in the light of the financial decision-making process. It must be kept in mind that although behavioural finance models and concepts are extremely useful and relevant, they are difficult to implement. They lack the concreteness of standard finance. Therefore, behavioural finance cannot completely replace rational finance; it can only supplement it. In this regard, the resource discusses the existing standard finance models as well as their behavioural counterparts. It analyses the various behavioural biases in detail as well as their influence on individual and institutional investors. Special emphasis has been laid on the upcoming areas in this discipline, such as neurofinance, emotional finance, social influence and moods. A new chapter on experimental finance has been introduced to elucidate the importance and usage of experimental design in financial research. The organisation of the resource is as follows. The resource is divided into 7 parts and 16 chapters. Part I: Behavioural Finance: Foundations and Key Concepts. This part comprises four chapters. Chapter 1 discusses the history of behavioural finance and the classical and neoclassical approaches to investor and market behaviour. It provides a continuum of behavioural research that has been done since the time Charles Mackay documented the first asset pricing bubble, Tulipomania, in 1841. The discussion progresses to the behavioural observations of Adam Smith, Keynes and other notable researchers of that time. It further talks about the time when traditional theories dominated the financial arena and subsequently deals with the leakages in the traditional concepts that led to the evolution of behavioural finance as a discipline. This chapter identifies that there are two approaches to understanding the markets, namely the traditional or standard approach and the behavioural approach. These approaches are extensively explained in Chapters 2 and 3. Chapter 2 provides the foundations of traditional finance that are built on the concept of rationality. It analyses concepts such as the expected utility theory, Markowitz portfolio theory, capital asset pricing model and the efficient market hypothesis. Finally, it gives a brief insight into what went wrong with these theories. Chapter 3 is built on the lacunae of traditional theories mentioned in the previous chapter. It discusses the central tenets of prospect theory that provides an alternative to the expected utility theory. It further discusses key behavioural concepts such as framing and mental accounting that can significantly influence the decision-making process. Further, Chapter 4 analyses the neurological factors behind investor behaviour. It discusses the role of the human brain in shaping the decision-making behaviour of individuals. It throws light on concepts such as the triune brain, hormone secretion in the body and its role in investor decision making. This chapter establishes the main line of differences in three disciplines, that is, traditional finance, behavioural finance and neurofinance. It develops an understanding of the neural mechanisms that work behind loss avoidance and the disposition effect. Most importantly, it also entails a discussion on the implications of neurofinance for practitioners. Part II: Behavioural Biases. This part deals with the psychological intricacies of how investors behave. It shows that consciously or unconsciously we give in to our human nature. This human nature is a complex intermingling of cognition, emotion, moods and sentiments that can significantly influence our decisions. Further, by following our innate urges, we tend to make financial follies in the market that can cost us dearly. These urges that influence our behaviour to make mistakes are known as behavioural biases. Owing to their significance, the detailed discussion on these biases has been divided into three parts. Chapter 5 gives an overview of various behavioural biases. It analyses the basis of segregation of biases that could be cognitive or emotional, heuristic-driven or frame-based. This chapter also talks about the biases that are a result of two or more psychological factors which make them difficult to categorise in any of the above-mentioned categories. The discussion is taken forward with Chapters 6 and 7. Chapter 6 talks about the heuristic-driven biases. It accounts for the evolution of heuristics as a way to simplify the complex decision-making process. They were considered mental shortcuts for making decisions. It further segregates the different types of heuristics that are used by the investors over a period of time. Subsequently, the chapter talks about how these mental shortcuts morphed into biases of the investors and came to be known as the heuristic-driven biases. The chapter finally discusses the implications of these biases in the portfolio selection decisions of the investors. Chapter 7 deals with another category of biases that are called frame-dependent biases. It signifies the role of psychological factors such as moods, emotions and sentiments that have a bearing on our perspective or frame of mind. Driven by this biased perspective, we fall prey to several behavioural mistakes collectively called the frame-dependent biases. A detailed account of such select biases is being provided in this chapter. The chapter concludes with the role that regret, responsibility and expert advice play in the financial decision-making process. Part III: Market Forces. This section deals with the various forces that can make the markets inefficient. It specifically focuses on the psychological and emotional forces that govern market behaviour. Evidence proves that these forces are potent enough to create inconsistencies in the market that emerge in the form of anomalies. It further explains that investors can strategise themselves judiciously to take advantage of such anomalies and gain superior returns. The discussion on this matter has been divided into two chapters. Chapter 8 analyses the proponents of the efficient market hypothesis and the challenges faced by them due to the forces of greed, hope and fear. It gives an account of various market anomalies and the opportunities they provide to beat the market. Further, it discusses the new age concept of market efficiency that comes under the purview of the behavioural market hypothesis. This includes theories such as the functional fixation hypothesis, fractal market hypothesis, adaptive market hypothesis and noisy market hypothesis. Chapter 9 adds on to Chapter 8 in that it dissects the process of building an investment strategy. It discusses that broadly there are two types of investment strategies: active and passive. It further notes that while traditional criteria suggest a passive strategy, the behavioural approach favours an active strategy. The behavioural approach argues that since the markets are imperfect, investors can capitalise on the imperfections by actively managing their portfolio. This can be achieved by following strategies such as the momentum and reversal strategies, value investing and the use of sentiment indicators to outperform the markets. The chapter also explores the contemporary trends in behavioural investing, such as the role of colours and investors’ personality type in the decision-making process. Part IV: Emotional and Social Forces. This part deals with the most recent development in the behavioural finance discipline, that is, the emotional and social forces. This part comprises two chapters. Chapter 10 introduces the concepts underlying emotional finance. It enables the readers to understand the role of emotions, both conscious and unconscious, in investor decision making. Evidence suggests that emotions have been instrumental in creating asset pricing bubbles. This chapter highlights how and why such bubbles happen. It also discusses the application of emotional finance theories in real life. Chapter 11 further analyses the role of social forces such as culture and individual psychological factors, like moods, in affecting financial behaviour. More specifically, it assists readers in comprehending the impact of religion on investor decision making. This chapter firstly builds on the understanding of various types of social networks and thereafter establishes the contribution of various forms of societal interactions in the decision-making process. Last but not least, it puts forward the influence of moods on trading behaviour, financial performance and the construction of a portfolio with mood effects. Part V: Institutional Investors’ Behaviour. This part comprises two chapters that provide an in-depth account of the institutional investors’ decisions and their behavioural discrepancies. Chapter 12 analyses the theoretical underpinnings of behavioural biases of institutional investors. It discusses various psychological, sociological and biological factors that shape investors’ behaviour and their anomalies. This chapter describes the most prominent behavioural biases of institutional investors and their subsequent impact on their trading behaviour. It also compares how the behavioural biases vary between individual investors and institutional investors. It enables the readers to identify the various factors that lead to heterogeneity in the behaviour and decision making of institutional investors. Chapter 13 deals with demystifying the behavioural biases of market professionals such as portfolio managers, financial analysts, financial planners and advisers. It gives an overview of the regulatory regimes of different investment fund schemes functioning in India. The readers will gain insight into the impact of behavioural biases of financial professionals on financial decision making. It builds on concepts like principal-agent conflicts between clients and advisers and possible solutions to address them. This chapter further involves a detailed discussion on the different modes of fee and compensation structures of financial advisers and the agency costs associated with financial advice. Part VI: Practical Applications of Behavioural Finance. This part comprises two chapters. Chapter 14 emphasises the salient terminology associated with behavioural corporate finance. It deals with behavioural corporate finance and discusses the role of sentiments and behaviour in critical corporate finance decisions such as capital budgeting decisions, dividend policy decisions, financing decisions, initial public offerings (IPOs), mergers and acquisitions. It also explores the implications of sentiments on corporate governance decisions, loyalty and agency conflicts. Chapter 15 unravels the psychology and mechanism of financial planning in detail. It attempts to provide an understanding of various behavioural biases that hinder the planning process and other financial decisions. It discusses the history of financial planning in India and abroad, its process and the role of financial literacy in it. It enables the readers to categorise various investors into different types based on the behavioural biases they possess and subsequent asset allocation recommendations for them. Finally, it delves into various behavioural biases which may intervene in the hiring of a financial planner. Part VII: The Way Forward. This part explores the future direction of behavioural finance. In this segment, a new chapter 16 on Experimental Finance is introduced. The chapter builds the foundations of understanding the importance of experiments in finance. It highlights the relevance of experimental design in examining investor behaviour, market dynamics and decision-making process. Further, it explains how well-designed experiments can uncover and mitigate the biases. The chapter concludes with practical guidance on designing experiments to test financial concepts. The final chapter 17 provides a brief introduction on how this field has progressed so far, the challenges it faced, and the milestones achieved. It suggests that the scope of this discipline is extremely wide with tremendous research potential at almost every level. It takes the discussion forward by suggesting that the future research in this area will be very specific, and goal based. For instance, these goals could be finding better investment strategies, delving deeper into the mind of practitioners and role of behaviour in other streams of finance. This chapter includes upcoming areas such as, value investing, inter-linkage between behavioural finance and financial regulations, and forensic accounting. This resource provides a comprehensive account of significant existing and upcoming areas of behavioural finance. It has been developed keeping in mind the readers for whom this is the first introduction to this discipline. Therefore, the language of the text is kept simple and rigour to the minimum so that it is user-friendly. It mainly caters to the needs of students of postgraduate management courses. It captures the majority of the relevant topics of behavioural finance prescribed in the syllabi of various universities across India. The resource is made interesting and informative with the help of a number of case insights, figures, box items and real-life analogies. We hope that it will appeal to professional as well as layman readers alike. We welcome any suggestions for further enrichment of the resource.
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