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A Guide to Understanding Behavioral Finance for Financial Advisors. When financial advisors want to understand more deeply why investors make irrational financial choices, they will likely be faced with an endless supply of academic-based behavioral finance and economics research. In the fast developing world of “behavioral finance,” advisors who are seeking to understand an investor’s unique financial decision-making behavior at a deeper level might lack the knowledge, diagnostic tools and application guidelines to reliably do so. This guide is intended to provide financial advisors with a practical understanding of the psychology, emotions and biases that significantly influence investors’ imperfect decision-making patterns. Further, the guide will help advisors to address their own biases that will need to be managed when advising investors. Very often, without a heightened level of personal awareness, the advisor’s blind-spots can lead to clients “eating” their beh
