Abstract
Traditional finance explains individual investor’s behavior and financial decision making based on economic incentives and rationality. Modern finance, however, takes a holistic view and searches for not only economic but also biological, psychological, and social factors that shape decision making. In this new approach, genetics, life experiences, psychological traits, social norms, and peer influences, as well as beliefs, values, and culture help determine an investor’s stock market participation, equity holdings, frequency of trading, extent of diversification, and investment preferences. The collective preferences and actions of individual investors also have an impact on asset pricing and corporate decisions.
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