Abstract
This chapter examines the link between personal values and investment decisions among individual shareholders in a developing economy. It contributes to the knowledge on behavioral finance and decision sciences that individual shareholders' personal values have influence on their investment decisions and the choice of companies they invest in. It employs a grounded theory approach. The chapter highlights that individual shareholders hold value priorities and that honesty, a comfortable life and family security play a significant role in their lives and their investment decisions and the kind of companies they make investment in. In addition, to the individual shareholders, there is a clear distinction between a comfortable life and a prosperous life in the sense that they are not incentivized more by the latter but the former in their investment decisions.
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