International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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BEHAVIOURAL FACTORS INFLUENCING INDIVIDUAL INVESTMENT DECISIONS: A CONCEPTUAL AND LITERATURE-BASED ANALYSIS
1 Author(s): MRS. PALLAVI AMIT PATIL
Vol - 17, Issue- 9 , Page(s) : 93 - 104 (2026 ) DOI : https://doi.org/10.32804/CASIRJ
Traditional financial theory has long been guided by a belief that an investor is a rational person who weighs up the available data from a rational point of view and then makes a decision on whether to go for an investment that would bring the most utility.