{ "item_title" : "Behavioral Finance", "item_author" : [" Dr Manjunath Awalakki "], "item_description" : "Nine out of ten Indian F&O traders lose money. Most of them trade again the next year.Classical finance explains neither fact. It describes an investor who weighs evidence coolly and stops when the numbers say stop - an investor never yet seen in a jeweller's queue or a stock-tip group at 9:15 in the morning.Behavioral finance has spent fifty years showing that money decisions are made by minds, not spreadsheets. What it rarely does is take India seriously: twenty-two crore demat accounts stacked on centuries of gold, joint family and ritual.This book closes that gap. Across nineteen chapters, Dr. Manjunath Awalakki pairs every established bias with the Indian evidence for it and one practical fix - the grey-market premium that beats a balance sheet, the Diwali bonus that spends unlike salary, the auspicious date that decides a purchase before the price does, and the chit fund that solved self-control long before economists built one in a laboratory.Drawing on SEBI's own data, it is neither a stock-picking guide nor a lecture on tradition. It argues something more useful: Indians do not invest badly. They invest humanly - in a system that has been pretending otherwise.For the first-generation investor whose portfolio is younger than the phone it lives on. For the parent who trusts a fixed deposit and wants the argument, not the sermon. And for every reader who has known exactly what they should do with money, then done otherwise with complete conviction.", "item_img_path" : "https://covers2.booksamillion.com/covers/bam/9/79/890/696/9798906961365_b.jpg", "price_data" : { "retail_price" : "123.00", "online_price" : "123.00", "our_price" : "123.00", "club_price" : "123.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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