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Asian Journal of Research in Social Sciences and Humanities
Year : 2016, Volume : 6, Issue : 8
First page : ( 1854) Last page : ( 1870)
Online ISSN : 2249-7315.
Article DOI : 10.5958/2249-7315.2016.00716.4

Behavioural Biases in Investment Decision Making: A Research Study on Loss Aversion Bias

Das Udayan*,**, Mohapatra Shakti Ranjan***,****

*Professor, Asian School of Business Management, Bhubaneswar, India

**Doctoral Research Scholar, Utkal University, India

***Principal, College of IT & Management Education, Bhubaneswar, India

****Dean, Faculty of Management Studies, Biju Patnaik University of Technology, Odisha, India

Online published on 2 August, 2016.


The concept of Loss aversion bias was developed by Daniel Kahneman and Amos Tversky in 1979. It was first introduced as a part of Prospect Theory. By virtue of different experimental observations, it is established that People are averse to losses because losses loom larger than gains. It makes a common individual primarily as risk-averse. This is followed by the secondary observation that a common risk-averse individual has a demand of minimum double return for any amount placed at a risk. This is particularly because an individual feels a stronger impulse for losses than gains. An individual never wants to lose and so, there is always an additional risk premium when losses are apprehended as alternate outcome. Loss aversion bias is thus ever influencing emotional bias existing in investment decision-making process.



Loss Aversion Bias, Prospect theory, Risk-averse.


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