• M.Lakshmi Ramya
• M.Lakshmi Ramya
• Edupuganti Poojitha

In today's world investing in stocks and funds is made easy. Investors do not need any specific education or knowledge in order to purchase stocks. Current technology enhances fast trade between individual investors. The concept of investing is seen as trendy. Therefore, people have a tendency to make illogical decisions not based on true knowledge or information of a certain investment object. These decisions are explained via several behavioral finance theories. The outcome of poor knowledge is that investors allow these theories to effect on their decision-making process, thus resulting in major losses. The behavioral models can effect on individuals’ decision-making whether actual investments are conducted via professionals or not. In this paper we will review a clear understanding of the behavioral finance and its significance in the financial decision making process.Major parts of the research are conducted based on a comprehensive study of books and articles concerning investment strategies and behavioral finance theories.

Behavioral finance theories, prospect theory, behaviors of men and women.

"BEHAVIORAL FINANCE – IMPACT ON DECISION MAKING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.593-598, June-2019, Available :http://www.jetir.org/papers/JETIR1906E39.pdf

"BEHAVIORAL FINANCE – IMPACT ON DECISION MAKING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp593-598, June-2019, Available at : http://www.jetir.org/papers/JETIR1906E39.pdf