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    With corona treating, the goal is to increase the materials surface energy to provide wet ability and adhesion. But, treating a plastic film or substrate can be ineffective when the system is not properly run and maintained. So you must be aware of how to effectively process the various materials or substrates.Over or under corona treating can transfer too much energy to a plastic substrate which is where a lot of problems could occur when printing or converting of plastic material. When attempting to obtain satisfactory printing results on under treated material can result in the use of excessive amounts of ink in an effort to try to make up for the low treatment levels. Over treatment can result in damage to the material itself as well as problems with the plastic film or plastic tubing blocking together.Poor ink adhesion, or low dyne levels can occur. How you can establish a good starting point is with the power level. You begin by working your way u until the anticipated dyne level is achieved this is done through quality assurance checks of the plastic film. Once the power level is established for the given product at the given speed, note the power level so when your next time you run the same material and machine speeds you will have a set standard and can be assured of desired repeatability.Plastic film converters can achieve proper treat levels through trial and error. Testing protocols which include adhesion and bond strength measurements at a variety of power levels should be used to determine the acceptable power level for each substrate or material type, material thickness, and even material suppliers are all variables which can impact the appropriate power level. Once determined, the appropriate power settings should become a permanent part of the job specification.Accurate web tension effects plastic film treatment which if not controlled properly can cause variances in surface treatment. With too much tension the material can w
    portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a respon

    Search Engine Optimization and Google Local
    Anyone who uses the internet to search for products, services, or advice have seen the local results that show up in searching using a city, state , or zip code in their search.Google, Yahoo, and MSN all display local results at the top of the search listings right under the sponsored listings.We are going to concentrate on Google local results today. Do a search for “Orlando internet marketing” in Google. You will see local business results show up on the top of the search results. It displays a map with the listings marked with letters and the listing information displayed along side the map. The listing shows the company name, street address, phone number, and website link.If you can get your ad listed in the local business listings, you are getting great free advertising. How do you get Google to display this information on your website you ask?First, you will need to be showing in the first page for your listing. If you are not on the first page, don’t worry you can still get a hyperlink under your listing with a map and directions to your business.You will need to create a Google local account at: www.google.com/local/add/businessCenter. Add all the website information that pertains to your business that you would like Google local results to display. Google will require a mailing address to send a postcard to you that will verify the address you gave. Once you receive this postcard, you will log back into Google Local Business center and enter the verification pin on the card.The whole process can take 4-6 weeks but is well worth the effort. The second way to get your site listed within the local directory is to just wait. If you have your business address and phone number on your site, Google should eventually display the information.I suggest you submit your site to the business listing as you are sure to be listed within a few months; you have more control on what information is displayed, and best of all its f
    INTRODUCTION

    The volume of research in the field of Behavioural Finance has grown over the recent years. The field merges the concepts of finance, economics and psychology to understand the human behaviour in the financial markets, to form winning investment strategies.

    THE CONCEPT OF BEHAVIOURAL FINANCE

    Behavioural finance is the study of the influence of psychology on the behaviour of financial practitioners and the subsequent effect on markets. Principal objective of an investment is to make money. We usually assume that investors always act in a manner that maximizes their return rationally. The Efficient Market Hypothesis (EMH), the central proposition of finance for the last thirty five years rests on assumption of rationality. But it has been proved that people are ruled as much by emotion as by cold logic and selfishness. While the emotions such as fear and greed often play an important role in poor decisions, there are other causes like cognitive biases, heuristics (shortcuts) that take investors to incorrectly analyse new information about a stock or currency and thus overreact or under react. Behavioural Finance is the study of how these mental errors and emotions can cause stocks or currency to be overvalued or undervalued, and to create investment strategies that gives a winning edge over the others investors.

    I would like to bring out the behaviour pattern of a rational investor. This rational investor is assumed to act rationally in following ways:

    o Makes decisions to maximize the expected utility.

    o Fully informed with unbiased information.

    o Absence of any distortion of judgement based on emotions.

    It is to be kept in mind that risk resides not only in the price movements of dollars, gold, oil, commodities, companies and bonds. It also lurks inside us – in the way we misinterpret information, fool ourselves into thinking we know more than we do, and overreact to market swings. Information is useless if we misinterpret it or let emotions sway our judgement. Human beings are irrational about investing. Correct behaviour patterns are absolutely essential to successful investing - so to be financially successful one has to overcome these tendencies. if we can recognise these destructive urges, we can avoid them. Behavioural Finance combines the disciplines of economics and psychology specifically to study this phenomenon.

    THE CONCEPT OF BUBBLES IN STOCK MARKET

    A speculative bubble occurs when actions by market participants' results in stock prices to deviate from their fundamental valuation over a prolonged period of time. Speculative bubbles are difficult to explain by rational trading behaviour, and theories have been put forward to explain market psychology through behavioural finance1. They propose that when significant proportion of trading activity in the market is characterized by positive feedback behaviour, it may result in asset prices to shift away from their fundamental valuation. This price deviation encourages rational investors to trade in the same direction.

    Speculative trades are based upon investors' private information held today, and are designed to provide investors with higher returns in the next period when that private information is fully revealed to the market. This implies a positive correlation in returns as market incorporate the information into prices. Trades due to portfolio rebalancing, or hedging, is not information based, and occurs when a trader may increase (or decrease) his stock holding by buying (or selling) a portion of his stock holding. This will be accomplished by increasing (or decreasing) the stock price to induce the opposite side of the trade.

    FOCUS ON INTRINSIC VALUE

    What are the implications for corporate managers? It is believed that such market deviations make it even more important for the executives of a company to understand the intrinsic value of its shares. This knowledge allows it to exploit any deviations, if and when they occur, to time the implementation of strategic decisions more successfully. Here are some examples of how corporate managers can take advantage of market deviations:

    o Issuing additional share capital when the stock market attaches too high a value to the company's shares relative to their intrinsic value.

    o Repurchasing shares when the market under-prices them relative to their intrinsic value.

    o Paying for acquisitions with shares instead of cash when the market overprices them relative to their intrinsic value.

    Two things must be kept in mind as regards this aspect of market deviations.

    Firstly, these decisions must be grounded in a strong business strategy driven by the goal of creating shareholder value.

    Secondly, managers should be cautious of analyses claiming to highlight market deviations. Furthermore, the deviations should be significant in both size and duration. Provided that a company's share price eventually returns to its intrinsic value in the long run, managers would benefit from using a discounted-cash-flow approach for strategic decisions.

    It can thus be summarized that for strategic business decisions, the evidence strongly suggests that the market reflects intrinsic value.

    INVESTING IRRATIONALITIES

    Often turbulence in the market isn't linked to any perceivable event but to investor psychology. A fair amount of portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a respons

    Restaurants Start-Up and Systems Success
    If you have a restaurant business or are planning on starting a restaurant business then there are several things you will need to do. Find the right products and supplies to start your organization. hiring the right staff, having a menu that is attractive to local consumers, and above all having the right location with the right atmosphere. Some good principles to follow when doing this is develop a business start-up strategy covering the above areas.In starting a restaurant you may want to consider restaurants that are for sale, but be wary of the cost of leasing and the condition of the current business infrastructure and services to the building. You want to be able to start a restaurant with a minimum number of headaches when it comes to bills in the first few months. What is most important is generating the volume of customers you need and having a suitable systems and staffing operation to carry through on your potential successes.Having worked under a successful chef in a French Bistro in the past, who ended up selling his business in a matter of years, over 20 years ago and helping some other owners become successful in expanding their customer base I can give you a few pointers.1. Location of the Restaurant- This is key to the future of your business, the location must be suitable to traffic, if it is not then you better have a ... good reason for people to get to your location that no one else has. Traffic by foot and by cars as well as other means is important. Determining the traffic numbers in both these areas as others is very important for future business reasons.2. Finding the Right Supplies for your Restaurant- There are so many suppliers in the restaurant industry and there are also numerous brokers, repairmen and resellers. You must tread carefully and do your homework, determine the benefits of the purchase and the costs. It could be as simple as drawing a line down the paper and including positive and negatives or doing a

    I would like to bring out the behaviour pattern of a rational investor. This rational investor is assumed to act rationally in following ways:

    o Makes decisions to maximize the expected utility.

    o Fully informed with unbiased information.

    o Absence of any distortion of judgement based on emotions.

    It is to be kept in mind that risk resides not only in the price movements of dollars, gold, oil, commodities, companies and bonds. It also lurks inside us – in the way we misinterpret information, fool ourselves into thinking we know more than we do, and overreact to market swings. Information is useless if we misinterpret it or let emotions sway our judgement. Human beings are irrational about investing. Correct behaviour patterns are absolutely essential to successful investing - so to be financially successful one has to overcome these tendencies. if we can recognise these destructive urges, we can avoid them. Behavioural Finance combines the disciplines of economics and psychology specifically to study this phenomenon.

    THE CONCEPT OF BUBBLES IN STOCK MARKET

    A speculative bubble occurs when actions by market participants' results in stock prices to deviate from their fundamental valuation over a prolonged period of time. Speculative bubbles are difficult to explain by rational trading behaviour, and theories have been put forward to explain market psychology through behavioural finance1. They propose that when significant proportion of trading activity in the market is characterized by positive feedback behaviour, it may result in asset prices to shift away from their fundamental valuation. This price deviation encourages rational investors to trade in the same direction.

    Speculative trades are based upon investors' private information held today, and are designed to provide investors with higher returns in the next period when that private information is fully revealed to the market. This implies a positive correlation in returns as market incorporate the information into prices. Trades due to portfolio rebalancing, or hedging, is not information based, and occurs when a trader may increase (or decrease) his stock holding by buying (or selling) a portion of his stock holding. This will be accomplished by increasing (or decreasing) the stock price to induce the opposite side of the trade.

    FOCUS ON INTRINSIC VALUE

    What are the implications for corporate managers? It is believed that such market deviations make it even more important for the executives of a company to understand the intrinsic value of its shares. This knowledge allows it to exploit any deviations, if and when they occur, to time the implementation of strategic decisions more successfully. Here are some examples of how corporate managers can take advantage of market deviations:

    o Issuing additional share capital when the stock market attaches too high a value to the company's shares relative to their intrinsic value.

    o Repurchasing shares when the market under-prices them relative to their intrinsic value.

    o Paying for acquisitions with shares instead of cash when the market overprices them relative to their intrinsic value.

    Two things must be kept in mind as regards this aspect of market deviations.

    Firstly, these decisions must be grounded in a strong business strategy driven by the goal of creating shareholder value.

    Secondly, managers should be cautious of analyses claiming to highlight market deviations. Furthermore, the deviations should be significant in both size and duration. Provided that a company's share price eventually returns to its intrinsic value in the long run, managers would benefit from using a discounted-cash-flow approach for strategic decisions.

    It can thus be summarized that for strategic business decisions, the evidence strongly suggests that the market reflects intrinsic value.

    INVESTING IRRATIONALITIES

    Often turbulence in the market isn't linked to any perceivable event but to investor psychology. A fair amount of portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a respon

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    It takes good research to find a good business web host that is reputable and reliable. You should ask your business associates for their recommendations. There are internet sites that provide reviews of web hosting companies such as www.hosting-review.com. Take the time to find the most relevant and accurate information about web hosting before you choose a web host. Your web site must offer useful information and invite visitors to return to the site. You may use your web site for selling, marketing, or promotions that are important to the success of your business.1. Basic Requirements for a Web Host First, decide what services you need. If necessary, consult with a computer expert about disk space how much disk space your web site will require. If you plan to sell online, you will need a shopping cart, and you may need a merchant account so that you can accept credit card payments. Most web hosts charge to reserve your domain name, and there will be an initial set up fee and monthly fees, usually for less than $100 a month. They charge for updating the site, and they will charge to maintain your site.2. Mailing List ProgramYou want a web host that provides a mailing list program that creates and maintains a database. You can use the database to create a mailing list that allows you to easily distribute newsletters, survey customers, make company announcements, or deliver training materials. This program is a valuable marketing and income-producing part of your online activity. This program must include the federally required “opt out” or “unsubscribe” feature.3. Statistical Visitor DataBe sure to choose a web host that provides you with feedback on the visitors to your site. You need a count of the visitors and the dates and times of their visits. You also want the web host to give you reports such as charts, graphs, or other formats that explain the activity on your web site. Research
    ories have been put forward to explain market psychology through behavioural finance1. They propose that when significant proportion of trading activity in the market is characterized by positive feedback behaviour, it may result in asset prices to shift away from their fundamental valuation. This price deviation encourages rational investors to trade in the same direction.

    Speculative trades are based upon investors' private information held today, and are designed to provide investors with higher returns in the next period when that private information is fully revealed to the market. This implies a positive correlation in returns as market incorporate the information into prices. Trades due to portfolio rebalancing, or hedging, is not information based, and occurs when a trader may increase (or decrease) his stock holding by buying (or selling) a portion of his stock holding. This will be accomplished by increasing (or decreasing) the stock price to induce the opposite side of the trade.

    FOCUS ON INTRINSIC VALUE

    What are the implications for corporate managers? It is believed that such market deviations make it even more important for the executives of a company to understand the intrinsic value of its shares. This knowledge allows it to exploit any deviations, if and when they occur, to time the implementation of strategic decisions more successfully. Here are some examples of how corporate managers can take advantage of market deviations:

    o Issuing additional share capital when the stock market attaches too high a value to the company's shares relative to their intrinsic value.

    o Repurchasing shares when the market under-prices them relative to their intrinsic value.

    o Paying for acquisitions with shares instead of cash when the market overprices them relative to their intrinsic value.

    Two things must be kept in mind as regards this aspect of market deviations.

    Firstly, these decisions must be grounded in a strong business strategy driven by the goal of creating shareholder value.

    Secondly, managers should be cautious of analyses claiming to highlight market deviations. Furthermore, the deviations should be significant in both size and duration. Provided that a company's share price eventually returns to its intrinsic value in the long run, managers would benefit from using a discounted-cash-flow approach for strategic decisions.

    It can thus be summarized that for strategic business decisions, the evidence strongly suggests that the market reflects intrinsic value.

    INVESTING IRRATIONALITIES

    Often turbulence in the market isn't linked to any perceivable event but to investor psychology. A fair amount of portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a respon

    SEO - Banner Ads Must Be Visually Irresistible
    Nobody clicks on a banner that is not visually appealing. Nobody clicks on a banner that is on a page that it does not seem to relate to either. For instance a banner selling dog food might look kind of weird on a page that sells fake diamonds. The intelligent and humanly intuitive placement of a banner on a web page is what is needed to give it the best chance of receiving some clicks.The most stunning banner ads are usually the hand made ones. Anyone with computer knowledge can learn how to make a very basic banner ad. To code the banner, simply combine the HTML tag for a link with the HTML tag for an image. You can create the necessary graphics using a simple computer art program, like Paint Shop Pro. Keep in mind that you don’t need to animate this banner. In fact the less animation the better or the search engine spider may read the banner as a frame containing blank space which is poor SEO.Basis banner ads are so easy to make you can make sores of them for your site in less than an hour. Do-it-yourself banner ad sites work really well for most people, but if you like you can also hire a professional ad designer. You can get a professional banner ad for $50 on a place like guru.com or elance.com or you can spend upwards of $1,000 depending on what kind of designer you hire to work with.Still it seems silly to hire someone when it is possible to get good results for free. There are hundreds of Web sites that offer tools for free banner ad creation. These automated sites provide you with all the mechanisms that you need to make your own banner ad, such as backgrounds and fonts. Some of these sites will simply generate a banner for you. Some require that you do a banner exchange with them in return for using their services.
    gic decisions more successfully. Here are some examples of how corporate managers can take advantage of market deviations:

    o Issuing additional share capital when the stock market attaches too high a value to the company's shares relative to their intrinsic value.

    o Repurchasing shares when the market under-prices them relative to their intrinsic value.

    o Paying for acquisitions with shares instead of cash when the market overprices them relative to their intrinsic value.

    Two things must be kept in mind as regards this aspect of market deviations.

    Firstly, these decisions must be grounded in a strong business strategy driven by the goal of creating shareholder value.

    Secondly, managers should be cautious of analyses claiming to highlight market deviations. Furthermore, the deviations should be significant in both size and duration. Provided that a company's share price eventually returns to its intrinsic value in the long run, managers would benefit from using a discounted-cash-flow approach for strategic decisions.

    It can thus be summarized that for strategic business decisions, the evidence strongly suggests that the market reflects intrinsic value.

    INVESTING IRRATIONALITIES

    Often turbulence in the market isn't linked to any perceivable event but to investor psychology. A fair amount of portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a respon

    The World Is Your Marketplace
    If you were to open a convenience store, you would think long and hard about the store's location. It would not make much sense to open it in a remote area with few customers. When you start a website, every person with online access is a potential customer. Have you ever wondered how many people actually use the Internet? Is it a few hundred thousand, a few million or more?According to the Internet World Stats website, out of a total 6.5 billion people on the planet, about 1/6-th of them go online. That is a staggering 1 billion people! Obviously those who could potentially access your website is less than that since for example not everyone speaks the same language. If you are developing a website in English then you have access to at least 330 million people considering just North America. Of course there are many more English speaking countries so that number is much larger (link).In addition, consider that there is still the other 5 billion of the population that does not have online access. Every year more people get access to the Internet as the infrastructure is improving worldwide while the cost of access is decreasing. It might be that growth in North America is slowing down but it is increasing rapidly in less developed countries (link).I hope these numbers help you realize a couple of important points. First, if your website does not get much traffic at first don't give up. You just haven't reached all of your potential customers. This brings me to my second point. Marketing is important to success and I hope that you now understand why. In a later article, I will discuss how to properly market your website in order to drive traffic to it. For the time being just take some time to comprehend what a vast economy the Internet really is and the opportunities that exist therein.
    portfolio losses can be traced back to investor choices and reasons for making them. I would like to point out some of the ways by which investors unthinkingly inflict problems on themselves :

    Herding

    This is a cardinal sin in investing and this tendency to follow the crowd and depend on the direction of others is exactly how problems in the stock market arise. There are two actions that are caused by herd mentality:

    o Panic buying

    o Panic selling

    Holding Out for a rare treat

    Some investors, praying for a reversal for their stocks, hold onto them, other investors, settling for limited profit, sell stock that has great long-term potential. One of the big ironies of the investing world is that most investors are risk averse when chasing gains but become risk lovers when trying to avoid a loss.

    If we are shifting our non-risk capital into high-risk investments, we are contradicting every rule of prudence to which the stock market ascribes and asking for further problems.

    ISSUES

    One of the most important issues in Behavioural Finance is whether the assumptions of investor rationality are realistic or not.

    The concept can be explained with the help of an example. Let's assume that Mr. X invests and manages his portfolio in an efficient market. Here only seconds are available for a response to the news. There are a great number of factors that affect the decision of Mr. X. Further, these factors can affect each other. How can Mr. X draw the right judgements when the information is updated very frequently? Probably Mr. X works on a computer, through out the day, on which a utility function program is installed for his work. Every decision Mr. X is based on the calculation given by his computer. As soon as the portfolio is rebalanced, the computers utility function program analyses new alternatives. This process goes on and on over the course of the day. Obviously, Mr X does not show any joy, when he wins and no panic when he looses. Can a human brain behave like this? We know that a human brain can master only seven pieces of information at any one time.

    So, how could one possibly absorb all the relevant information and process it correctly? People use simplifying heuristics (shortcuts) in order to control the complexity of information received. Psychological research has shown that the human brain often uses shortcuts to solve complex problems. These heuristics are rules or strategies for information processing, which help to find a quick, but not necessary optimal, solution. Once the information is simplified to manageable level, people use judgement heuristics. These shortcuts are needed to resolve the decision making as quickly as possible. Heuristics are also used to arrive at a quick judgement, they can, however, also systematically distort judgement in certain situations.

    SIMPLIFICATION BIAS

    The first step in reducing complexity is to simplify the decision. However it also adds the risk of arriving at a non-rational conclusion, unless one is careful.

    MENTAL ACCOUNTING

    People focus on one account (say purchase of share x) in particular when weighing things, relationship with other commitments or accounts (say purchase of share y) are usually ignored. I would like to explain this with the help of an illustration. For instance, Company A produces bathing costumes, and company B produces raincoats. Both companies are new, extremely efficient and innovating, so that purchasing shares in these companies would be a profitable proposition. A financial gain, however depends to a large extent on the whether in both cases, Company A will produce huge profits if the weather is fine, while Company B will make a loss, even though this is kept to a minimum, thanks to its efficient management. The situation is reversed in the case of bad weather. With mental accounting, either investment is risky when seen in isolation. But if we take into account the mutual effect of the uncertainty factor, i.e. the weather, then a combination of both shares become a lucrative, and at the same time secure investment.

    AVAILABILITY CONSTRAINT

    Not everybody has same degree of information. Some people prefer to see business news on CNBC TV 18, NDTV PROFIT. But others may like to see the serials on STAR PLUS. Obviously the first one may have more information, as compared to second.

    REPRESENTATIVENESS

    This is one of the mental shortcuts that make it hard for investors to correctly analyse new information. It helps the brain organise and quickly process large stock of data, but can cause investors to overreact to old information. For example, if a company is repeatedly giving losses, investors will become disillusioned with this past data, and thus may overreact to past information by ignoring valid signs of recovery. Thus, the stock of the company is undervalued because of this bias.

    CHLALLENGES

    Under the paradigm of traditional financial economics, decision makers are considered to be rational and utility maximizing. The assumption of rational expectations is simply an assumption - an assumption that could turn out not to be true.

    Behavioural Finance has the potential to be a valuable supplement to the traditional financial theories in making investment decisions. The following fundamentals of behavioural finance give us a glimpse of the pitfalls to be avoided. These are the challenges which need to be overcome and addressed.

    1. Hubris hypothesis: it is the tendency to be over optimistic. It results from psychological biases. The investor gets swayed by the momentum generated in the markets in recent past.

    2. Sheep theory: it is a phenomenon where all the investors are running in the same direction. They follow the herd – not voluntarily, but to avoid being trampled.

    3. Loss aversion: it says that investors take more risk when threatened with a loss. Thus mental penalty associated with a given loss is greater than the mental reward from a gain of the same size.

    4. Anchoring: this causes investors to under react to new information. This can lead to investors to expect a company's earning to be in line with historical trends, leading to possible under reaction to trend changes.

    5. Framing: this states that the way people behave depends on their way decision problems are framed. Even the same problem framed in different ways can cause people to make different choices.

    6. Overconfidence: this is what leads people to think that they know more than they do. It leads investors to overestimate their predictive skills and believe they can time the market.

    RELEVANCE TO INDIAN STOCK MARKETS

    Behavioural finance holds definite clues and appears apt in the curre

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