Behavioral Biases and Investment Decisions: Analyzing the Influence of Heuristics, Prospects and Planned Behavior on Retail Investors
Upasana Gutt & Fiza Bhateja · Asian Journal of Economics, Business and Accounting · 2026
Background: Behavioural finance challenges the assumption of fully rational investment decisions by showing that cognitive biases can shape how retail investors evaluate risk, information and market opportunities. In this context, integrating behavioural biases with the Theory of...
Open access
Research Article
10.9734/ajeba/2026/v26i72323