Impact of Behavioural Biases on Investment Decisions: The Moderating Role of Financial Literacy and Investor Experience in Indian Stock Markets

Investment decision making is a critical aspect of financial planning. This involves allocating the financial resources to various investment avenues to generate future returns. Traditionally, investment decisions have been expected to follow rational models based on risk and returns. However, today’s complex financial environment requires more than a risk-return analysis to make good financial choices. Behavioral finance has become increasingly relevant as investors navigate complex and uncertain market conditions. Research in behavioral finance has revealed that investors often deviate from rationality due to emotional and cognitive biases.