• A. Arun Kumar,
• Dr.M. Babu

. Loss Aversion is a behavioral bias according to which the impact of loss creates more pain than the pleasure from the realization of gain. There have been numerous studies in the area of loss aversion but the results are mixed in terms of its impact on investors. This study aims to find out the existence of loss aversion and its impact on investment decision making of individual investors, who invest in Indian stock markets, through brokerage firms. The present study also examines whether variables like gender, income, investment experience and risk perception have impact over loss aversion. The study was based on the primary data, which were collected, by using a structured questionnaire and data were analysed by statistical toolslike independent t-test, ANOVA and LinearRegression. Results of the study indicated that gender of the respondents did have significant impact on loss aversion and investment decisions by the investors are influenced by loss aversion bias.

Loss aversion, Behavioral bias and Risk perceptionert.

"Effect Of Loss Aversion Bias On Investment Decision: A Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.71-76, November-2018, Available :http://www.jetir.org/papers/JETIRL006018.pdf

"Effect Of Loss Aversion Bias On Investment Decision: A Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp71-76, November-2018, Available at : http://www.jetir.org/papers/JETIRL006018.pdf