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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Fiza Bhateja

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Open access Jul 2026

Behavioral Biases and Investment Decisions: Analyzing the Influence of Heuristics, Prospects and Planned Behavior on Retail Investors

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 Planned Behaviour provides a useful fra...

U. Gutt, Fiza Bhateja · 0 citations

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