Abstract
Behavioral finance is also known for behavioral economy and it represents a new line in the financial theory that is searches to incorporate the psychological aspects individuals in the evaluation process and pricing of financial assets. This new study line of finances has as objective the revision and the improvement of the current economic financial model for the incorporation of evidences on the irrationality of the investor. In order to get greater information on the behavioral profile of investors and keens investor a exploratory research and with quantitative approach was produced with base on the application of composed questionnaire of 20 directed questions for 164 students and 33 professors of course of management of the Pontificia Universidade Catolica do Parana. The results were obtained through multivariate statistical techniques as cluster analysis and discriminant analysis. On the analysis five groups with distinct characteristics of importance for the study. A lot of answering assert doesn’t hold knowledge about financial market.
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