Understanding Behavioral Finance and Life Satisfaction Among South African Investors

Authors

Zandri Dickason–Koekemoer, North West University, South AfricaFollow
Suné Ferreira, North West University, South Africa

Abstract

The concept of behavioral finance is becoming more recognized in the financial and investment environment. The concept of behavioral finance implies that investors do not necessarily make rational investment decisions. It argues that investment decisions are often influenced by emotional or other non-rational factors, leading to irrational investment choices. The study aimed to figure out how investors among different age categories make investment decisions based on behavioral finance biases and their level of life satisfaction. Behavioral finance biases seem to be largely responsible for this deviation in investment decisions. Investors among all age categories tend to have representativeness bias. Older investors were also found to be more satisfied with their life than younger investors.

Recommended Citation

Dickason–Koekemoer, Zandri and Ferreira, Suné (2020) "Understanding Behavioral Finance and Life Satisfaction Among South African Investors," Asia-Pacific Social Science Review: Vol. 20: Iss. 1, Article 12.
Available at: https://animorepository.dlsu.edu.ph/apssr/vol20/iss1/12