[request_ebook] Beyond Greed And Fear: Understanding Behavioral Finance And The Psychology Of Investing

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Beyond Greed and Fear: Understanding Behavioral Finance and the Psychology of Investing by Hersh Shefrin, Oxford University Press, 2002, 368 pages, suggested retail price $39.95.

In this 2002 edition, Shefrin updates and extends his 1999 edition, which he calls "the first comprehensive

treatment of the field of behavioral finance ... a rapidly growing area that deals with the influence of psychology on the behavior of financial practitioners." He characterizes Fama's critique of behavioral finance as "anomalies dredging."

The main idea of Shefrin's book is that behavior-based decision-making biases do not reside solely with individual investors but are also exhibited by professionals. Biases lead to errors. The way decisions are framed influences attitudes toward risk. Together, they create trading behavior that is not always consistent with rational expectations and market efficiency.

In the first part of the book, Shefrin answers the question: what is behavioral finance? First, he defines and discusses the fundamental themes of the field, the first of which is heuristic-driven bias, for example, representativeness, overconfidence, or gambler's fallacy. The second theme is frame dependence, for example, loss aversion/realization, mental accounting, or money illusion. The final theme is market efficiency. Then, Shefrin engages the reader by asking simple questions followed by discussion of the possible answers provided by the behavioral approach. Shefrin links each of these discussions to previous studies and experiments.

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