Heuristic and Biases Related to Financial Investment and the Role of Behavioral Finance in Investment Decisions: A Case Study of Pakistan Stock Exchange

The Behavioral Determinants (BD) of Perceived Investment Performance (PIP) are considered to be one of the most sizzling research concerns in the world of investment behavioral finance. Therefore, the main purpose of this study was to investigate the Heuristic and Biases Related to Financial Investment and the Role of Behavioral Finance in Investment Decisions in case of Pakistan stock exchange (PSX). Specifically, this study amid at to identify which biases impact more on PIP and to identify useful insights from the results of the study that may benefit in this discipline. Five likert scale questionnaire adapted from prior studies as it is satisfying the current scenario for industry settings of PSX. A quantitative cross sectional research design has been used in this study. The regression results found that the herding effects, over confidence, availability bias and representativeness have positive and significant impact on perceived investment performance. This study has significance for the individual investors, financial advisors, companies listed in PSX and Government. For the investors, the factors that influence their investment performance are crucial as these will influence their financial plans of future. Practical implications includes investors who desires to invest should incorporate the said BD for the accurate valuation of the assets and in taking future investment decisions. In PSX, it is first endeavor to uncover the HE, OC, AB and R as BD of PIP. This paper contribute to the existing body of literature since main stream of the previous studies concentrate more on the developed countries markets of the world. Moreover, this study put forth a well-integrated model to probe the effect of variables under consideration on PSX. Reflection of the said effect of behavioral impact in the decision making process of individuals will make the decisions more optimal and rational as well.