H. KENT BAKER is University Professor of Finance at American University's Kogod School of Business in Washington, DC. As one of the most prolific finance academics, he has authored or edited 21 books and published more than 150 refereed articles. He has consulting and training experience with more than 100 organizations, serves on multiple editorial boards, and is the Past President of the Southern Finance Association. Professor Baker holds eight earned degrees including three doctorates as well as CFA and CMA designations.

VICTOR RICCIARDI specializes in current trends in behavioral finance. As Assistant Professor of Financial Management at Goucher College in Baltimore, Maryland, he has made important contributions to understanding the psychology of investing. Professor Ricciardi also serves as Coordinator of Behavioral and Experimental Research for the Social Science Research Network (SSRN). He edits several SSRN eJournals related to behavioral finance, financial history, behavioral economics, risk-taking behavior, and behavioral accounting.

Acknowledgments xv Part One Foundations of Investor Behavior Chapter 1 Investor Behavior: An Overview 3H. Kent Baker and Victor Ricciardi Introduction 3 Organization of the Book 11 Summary 20 References 21 About the Authors 23 Chapter 2 Traditional and Behavioral Finance 25Lucy F. Ackert Introduction 25 Traditional Finance 26 Behavioral Finance 31 Summary 39 Discussion Questions 39 References 39 About the Author 41 Chapter 3 Behavioral Economics, Thinking Processes, Decision-Making, and Investment Behavior 43Morris Altman Introduction 43 Behavioral Economics, Heuristics, and Decision-Making 44 Investment Heuristics and Investing in Financial Assets 45 The Trust Heuristic and Decision-Making 48 Other Critical Decision-Making Heuristics 49 Rational Investor Decision-Making in a World of Complex Information 56 Summary 58 Discussion Questions 59 References 59 About the Author 61 Part two Personal Finance Issues Chapter 4 Financial Literacy and Education 65Michael S. Finke and Sandra J. Huston Introduction 65 Examples of Financial Literacy Measures 68 Financial Literacy and Behavior 71 Financial Literacy Education 75 Summary 77 Discussion Questions 78 References 78 About the Authors 81 Chapter 5 Household Investment Decisions 83Vicki L. Bogan Introduction 83 Financial Market Participation 83 Market Friction Effects on Household Investment Behavior 85 The Effects of Behavioral Biases on Household Investment Behavior 87 Summary 93 Discussion Questions 94 References 94 About the Author 98 Chapter 6 Personality Traits 99Lucia Fung and Robert B. Durand Introduction 99 A Structural Model of Personality 100 Risk-Taking Behavior 103 Overconfidence 104 Personality and Gender 105 Personality as a Guide for Investors 107 Summary 108 Discussion Questions 109 References 109 About the Authors 114 Chapter 7 Demographic and Socioeconomic Factors of Investors 117James Farrell Introduction 117 Literature Review 118 Case Study: The Florida Department of Education Employees 122 Summary 131 Discussion Questions 132 References 133 About the Author 134 Chapter 8 The Effect of Religion on Financial and Investing Decisions 135Walid Mansour and Mouna Jlassi Introduction 135 Religions and Economic Factors: Dependence or Bifurcation? 136 Religion and Individual Investing Behavior 138 Summary 147 Discussion Questions 147 References 147 About the Authors 151 Chapter 9 Money and Happiness: Implications for Investor Behavior 153Jing Jian Xiao Introduction 153 Can Money Buy Happiness? 154 Can Happiness Buy Money? 162 Implications for Investor Behavior 164 Summary 165 Discussion Questions 165 References 166 About the Author 169 Chapter 10 Motivation and Satisfaction 171Lewis J. Altfest Introduction 171 Classical Economic Motivation 171 Behavioral Economic Motivation 173 Maslow's Hierarchy of Needs 175 Criticism of Maslow's Hierarchy of Needs 177 Higher Level Motivation 179 Humanism 181 Maslow and Investment Management 182 Personal Finance Integration 183 Summary 185 Discussion Questions 186 References 187 About the Author 188 Part Three Financial Planning Concepts Chapter 11 Policy-Based Financial Planning: Decision Rules for a Changing World 191Dave Yeske and Elissa Buie Introduction 191 Managing Behavioral Biases in the Financial Planning Engagement 194 A Process for Developing Financial Planning Policies 195 Applicability of Financial Planning Policies 199 Policy-Based Financial Planning: The Strategic Perspective 201 Example of Policies Derived through Stochastic Modeling 202 Sample Case Applications 203 Summary 205 Discussion Questions 206 References 206 About the Authors 207 Chapter 12 Financial Counseling and Coaching 209John E. Grable and Kristy L. Archuleta Introduction 209 Financial Counseling: A Historical Perspective 210 Theoretical Approaches: A Financial Counseling Perspective 215 Financial Counseling in the Twenty-First Century 221 Summary 223 Discussion Questions 224 References 225 About the Authors 226 Chapter 13 Financial Therapy: De-Biasing and Client Behaviors 227Joseph W. Goetz and Jerry E. Gale Introduction 227 What Is Financial Therapy? 229 Brief History of Financial Therapy 231 Theoretical Foundations for Financial Therapy 232 The Practice of Financial Therapy 237 Future Research and Practice 240 Summary 240 Discussion Questions 241 References 241 About the Authors 243 Chapter 14 Transpersonal Economics 245Renée M. Snow Introduction 245 Historical and Spiritual Overview of Money 248 The Western Eco/House 252 An Alternative Perspective 254 The Open Eco in Financial Planning 256 Summary 260 Discussion Questions 261 References 261 About the Author 264 Chapter 15 Advising the Behavioral Investor: Lessons from the Real World 265Gregg S. Fisher Introduction 265 Risk, Return, and the Investor: A Complex Relationship 266 Investments with People Problems 269 The Impact of Investor Behavior on Portfolios 272 How Advisors Can Help the Behavioral Investor 275 Turning Bias into Benefit: How to Profit from Investor Behavior 278 Summary 281 Discussion Questions 281 References 282 Disclosure 283 About the Author 283 Chapter 16 Retirement Planning: Contributions from the Field of Behavioral Finance and Economics 285James A. Howard and Rassoul Yazdipour Introduction 285 A Life Cycle Financial Planning and Wealth Management Model 286 Demographic and Macroeconomic Context 287 Biases, Heuristics, and Framing Effects on Retirement Planning 288 Hyperbolic Discounting 291 The Role of the Brain in Financial Decision-Making 293 Financial Decision-Making Quality and Age 295 The Role of Self-Awareness and Self-Control 296 Trust and Retirement Saving and Planning: The Basics 297 Trust and Retirement Saving and Planning: The Decision 298 Trust-Based Implications for Retirement Saving and Planning 299 Discussion Questions 302 References 303 About the Authors 305 Chapter 17 Knowing Your Numbers: A Scorecard Approach to Improved Medical and Financial Outcomes 307Talya Miron-Shatz and Stephanie Gati Introduction 307 The Need for Better Control of Chronic Diseases 309 The Scorecard Approach 310 Target Population and Advantages 311 Content of the Take Care Scorecard 311 Considerations for Health and Financial Literacy Scorecards 313 Limitations 318 Implications for Financial Literacy 318 Summary 319 Discussion Questions 320 References 320 About the Authors 324 Acknowledgment 324 Part Four Investor Psychology Chapter 18 Risk Perception and Risk Tolerance 327Victor Ricciardi and Douglas Rice Introduction 327 Risk Perception 328 The Relationship between Risk Perception and Risk Tolerance 329 An Overview of Risk Tolerance 329 Measurement of Risk Tolerance 332 The Role of Emotion in Risk Perception and Risk Tolerance 334 Risk-Taking Behavior: The Influence of Market Moods, Business Cycles, and Economic Shocks 336 Unresolved Issues in the Risk Domain 340 Summary 341 Discussion Questions 342 References 342 About the Authors 345 Chapter 19 Emotions in the Financial Markets 347Richard Fairchild Introduction 347 Behavioral Finance and Prospect Theory 348 Emotions 350 Emotions in the Financial Markets 351 Emotional Finance and Unconscious Emotions 353 Emotional Corporate Finance-A Formal Model 356 Summary 360 Discussion Questions 361 References 361 About the Author 364 Chapter 20 Human Psychology and Market Seasonality 365Lisa A. Kramer Introduction 365 Moods, Emotions, and Sentiment 366 Weather, Mood, and Markets 366 Daylight, Mood, and Markets 367 Daylight Saving Time Changes, Mood, and Markets 373 Elation, Deflation, and Markets 374 Summary 376 Discussion Questions 377 References 377 About the Authorr 380 Chapter 21 Neurofinance 381Richard L. Peterson Introduction 381 Neuroscience Primer 382 Research Methods 385 The Neuroscience of Financial Decision-Making 387 The Implications of Neurofinance Research for Practitioners 395 Summary 397 Discussion Questions 398 References 398 About the Author 401 Chapter 22 Diversification and Asset Allocation Puzzles 403Dimitris Georgarakos Introduction 403 Household Stock Market Participation 404 Changes in Household Portfolios across Time 407 Differences in Household Portfolios across Countries 408 Portfolio Diversification 410 Household Stock Trading Behavior 412 Summary 415 Discussion Questions 416 References 416 About the Author 420 Chapter 23 Behavioral Portfolio Theory and Investment Management 421Erick W. Rengifo, Rossen Trendafilov, and Emanuela Trifan Introduction 421 Prospect Theory and Expected Utility Theory 421 Safety-First Portfolio Theory 426 SP/A Theory 427 Behavioral Portfolio Theory 430 Behavioral Asset Pricing Model 432 The BAPM, CAPM, and Three-Factor Model 432 Summary 435 Discussion Questions 435 References 435 About the Authors 438 Chapter 24 Post-Crisis Investor Behavior: Experience Matters 439Joseph V. Rizzi Introduction 439 Behavioral Finance Framework 440 History Dependent Risk Tolerance: The Collective Memory Hypothesis 446 Summary 452 Discussion Questions 453 References 453 About the Author 455 Part five Trading and Investing Psychology and Strategies Chapter 25 The Psychology of Trading and Investing 459Julia Pitters and Thomas Oberlechner Introduction 459 Personality Variables 461 Affect and Cognition 463 News, Rumors, and Market Mood 470 Summary 471 Discussion Questions 471 References 472 About the Authors 476 Chapter 26 The Surprising Real World of Traders' Psychology 477Denise K. Shull, Ken Celiano, and Andrew Menaker Introduction 477 What Science Reveals about How People Think 478 I Need to Be a Hero Again 485 The Heart of a Quant 487 Summary 489 Discussion Questions 490 References 490 About the Authors 493 Chapter 27 Trading and Investment Strategies in Behavioral Finance 495John M. Longo Introduction 495 Distinction between Trading and Investment Strategies 496 Active versus Passive Investment Strategies and Behavioral Finance 496 Average Investors Suffer from Behavioral Biases 498 Problems with Traditional Investment Strategies 499 Short-Term Behaviorally Based Trading Strategies 503 Long-Term...