Beyond Greed and Fear Shefrin Hersh Mario L. Belotti Chair in Finance at Leavey School of Business Santa Clara University

Even the best Wall Street investors make mistakes. Yet most financial decision-making models fail to factor in these fundamentals of human nature. No matter how savvy or experienced, all financial practitioners eventually let bias, overconfidence, and emotion cloud their judgment and misguide their actions.

Shefrin argues that financial practitioners must acknowledge and understand behavioral finance--the application of psychology to financial behavior--in order to avoid many of the investment pitfalls caused by human error. In Beyond Greed and Fear, the most authoritative guide to what really influences the decision-making process, Hersh Shefrin uses the latest psychological research to help us understand the human behavior that guides stock selection, financial services, and corporate financial strategy. Through colorful, often humorous real-world examples, Shefrin