You opened your investment app, saw the market drop—and felt a knot in your stomach. That’s not just nerves. That’s emotional investing implied, and it’s exactly what behavioural finance and investor psychology are all about. We like to think we're logical with money, but in reality, our choices are often shaped by hidden habits, fears, and feelings.

Behavioural economics shows that even smart people fall into traps—like overconfidence bias investing, herd behaviour in stock market, or pulling out after a loss because of loss aversion in finance. These are normal human reactions, not random mistakes. They’re part of your money psychology.

Want help making clearer choices? Connect with a Cube Wealth Coach for a free portfolio review.

We’ve all seen it—friends quitting SIPs too early or buying high just because “everyone else did.” That’s not bad luck. It’s how financial decision-making biases quietly mess with your portfolio management.

How Behavioural Finance Affects Everyday Investors

"We have far more ability to control our behaviour than to predict the market." – Carl Richards

Behavioural finance, grounded in behavioural economics, explores how emotions, past experiences, and social pressures shape financial decision-making. Think of your brain as a cricket captain in IPL 2025—sometimes strategic, sometimes swayed by crowd noise. Similarly, investor psychology shows how we might follow the herd behaviour in the stock market or fall into emotional investing implied by market hype.

Imagine knowing you should save—but then online sales or peer pressure derail your budget. That’s money psychology at play. Anchoring bias in investing, loss aversion in finance, and overconfidence bias investing are all cognitive biases in investing that lead to common investment mistakes.

In India, post-2020 saw a surge in new Demat accounts. While more retail investors joined the market, not all decisions were research-backed—many were driven by overconfidence or herd mentality. Understanding behavioural finance helps bridge the gap between knowing and doing the right financial thing.

Why It Matters Today

"Individuals are not rational, and markets are not always efficient—our biases get in the way." – Richard Thaler

Post-COVID, India's mutual fund AUM surged past ₹50 lakh crore by 2023, with monthly SIPs touching ₹17,600 crore. Yet, SEBI's investor awareness campaigns point to a critical gap: our decisions often reflect bias, not logic. Behavioural finance shines a light on this.

In urban India, money psychology now plays a huge role in how we save, spend, and invest:

1. Information Overload: We're flooded with headlines, 'hot tips', and finfluencer advice daily. This noise can fuel emotional investing and herd behaviour in the stock market, like chasing trending stocks without checking fundamentals.
2. Too Many Complex Choices: From selecting mutual funds to planning for retirement or home loans, financial decisions are complex. Biases like loss aversion in finance and anchoring bias in investing often lead to over-cautious or outdated choices—like sticking only to FDs when inflation is rising.
3. Speed Fuels Impulses: Apps make investing instant. But seeing your portfolio drop during a correction? It triggers panic selling—an example of financial decision-making biases in action.
4. Peer Pressure & Aspirations: Urban professionals often stretch finances to match social benchmarks—buying that flat in a “hot” locality, for instance. That’s confirmation bias at work.
5. Rapid Policy Changes: From debt fund taxation to EMI hikes, policy shifts impact us directly. Without awareness of behavioural economics, we risk making knee-jerk or misinformed decisions.

By understanding investor psychology and cognitive biases in investing, you build a filter to pause, reflect, and act with clarity, aligned to your goals, not the noise.

Common Mistakes or Myths (Behavioural Biases Simplified)

Understanding behavioural finance isn’t just for economists—it’s for anyone who’s ever hesitated, overreacted, or followed the crowd with their money. These real-world biases quietly shape our financial decision-making, often leading to costly investment mistakes. Here are 10 examples every Indian investor should recognise—and how to fix them.

1. “I can’t sell now—I’ve already lost too much.”

Bias: Loss Aversion – Preferring to avoid losses over making equivalent gains.
Real-Life Scenario: In 2022, many retail investors held onto Paytm shares despite a 60% drop from IPO price, paralysed by the idea of locking in a loss.
Actionable Advice: Regularly reassess your portfolio based on fundamentals. If an asset no longer fits your goals, it may be wiser to cut your losses and rebalance.

2. “I know this stock will rise—I’m good at this.”

Bias: Overconfidence Bias – Believing you're better at predicting the market than you actually are.
Real-Life Scenario: After one winning tech stock pick, some investors plunge into the next hot IPO with blind confidence, neglecting research or risk tolerance assessment.
Actionable Advice: Stay humble. Maintain diversification and seek expert input before making large, aggressive bets.

3. “Everyone’s buying—must be the right move.”

Bias: Herd Behaviour – Following the crowd without assessing your own goals.
Real-Life Scenario: The Nykaa IPO in 2021 was oversubscribed 82x by retail investors. Yet, prices dropped 30% soon after. Classic herd behaviour in stock market trends.
Actionable Advice: Ask: “Would I still invest in this if no one else was talking about it?” Use your own investment psychology.

4. “It used to be ₹1,800—so I’ll wait till it goes back.”

Bias: Anchoring Bias – Fixating on a reference point (like a previous high) even if conditions change.
Real-Life Scenario: Many investors hold onto falling stocks because they’re anchored to past highs, ignoring new risks.
Actionable Advice: Use updated data and re-evaluate based on where the company stands today.

5. “I read this one article that proves I’m right.”

Bias: Confirmation Bias – Seeking out info that supports your beliefs while ignoring the rest.
Real-Life Scenario: Convinced that Tier 1 city real estate is foolproof, some ignore reports on poor rental yields or price stagnation.
Actionable Advice: Actively seek opposing views. Better financial decision-making comes from understanding multiple angles.

6. “This is bonus money—I’ll use it for fun.”

Bias: Mental Accounting – Treating money differently depending on its source.
Real-Life Scenario: A tax refund goes straight to luxury shopping, even while high-interest credit card debt looms.
Actionable Advice: Treat every rupee as a tool to meet your money psychology goals. Prioritise high-impact uses first.

7. “Switching funds is too much work.”

Bias: Status Quo Bias – Sticking to the current setup, even if better options exist.
Real-Life Scenario: Many stick with old, underperforming funds simply because changing them feels overwhelming.
Actionable Advice: Schedule a quarterly portfolio review. Small tweaks can improve long-term returns.

8. “The market crashed last month—it’ll happen again.”

Bias: Recency Bias – Overweighting recent events over historical patterns.
Real-Life Scenario: After March 2020’s crash, many delayed investing, missing the sharp rebound.
Actionable Advice: Trust your long-term plan. Don’t let short-term noise derail your strategy.

9. “I’ll put equal money into all five funds.”

Bias: Naïve Diversification – Spreading money evenly without evaluating options.
Real-Life Scenario: Employees equally divide contributions across all NPS options, ignoring differences in risk or return.
Actionable Advice: Diversify based on merit—not even splits. Understand each asset's role in your financial ecosystem.

10. “I’ll start investing when I earn more.”

Bias: Procrastination or Present Bias – Delaying decisions that benefit you later.
Real-Life Scenario: A 35-year-old in Mumbai earning ₹1.5L/month waits years to start SIPs, missing out on ₹5L in potential growth.
Actionable Advice: Start with ₹5,000/month. Automate it. The key to overcoming emotional investing is making it a habit.

Overconfidence & Anchoring in Action

Learn more about common mutual fund investing mistakes in 2025 to avoid these pitfalls.

Herd Behaviour and Loss Aversion

Recognising these biases can save you from costly mistakes. Discover how to plan your SIP portfolio to stay disciplined.

Actionable Tips to Outsmart Your Brain

Awareness of behavioural finance is just the start—action is where change happens. Here’s how urban professionals aged 30–50 can put investor psychology to work:

• Top 5 Traps Your Brain Sets While Investing:
  
  • Fearing losses more than valuing gains (Loss Aversion)
  • Following trending stocks or IPOs (Herding)
  • Overestimating your market knowledge (Overconfidence)
  • Clinging to past stock prices (Anchoring)
  • Delaying investments for the 'right time' (Procrastination)
• Automate Good Intentions: Set up SIPs, RDs, or smallcase auto-debits. Automation reduces emotional investing and avoids procrastination. It builds financial discipline without depending on moods or market noise.
• Create & Stick to a Financial Plan: Define clear goals (retirement, home, education). Match investments to your timeline and risk tolerance. This anchors you during volatility, reducing herd behaviour in the stock market and impulsive decisions.
• Diversify Smartly: Invest across equity (large-, mid-, small-cap), debt (PPF, FDs), gold, and real estate (if it fits your goals). Smart diversification avoids overconfidence bias in investing and protects against investment mistakes.
• Use a Cooling-Off Period: Pause 24–48 hours before major money moves triggered by market swings or fear. This combats financial decision-making biases like loss aversion in finance and FOMO.
• Focus on the Long Term: Zoom out—look at 10–15-year Sensex/Nifty trends. It reduces panic, combats anchoring bias in investing, and keeps you grounded in long-term goals.
• Seek Guidance: A coach or advisor can spot cognitive biases in investing that you may miss and keep you accountable.
• Keep Learning: Read behavioural finance books like "Thinking, Fast and Slow" by Daniel Kahneman or The Psychology of Money by Morgan Housel provide an excellent foundation or take behavioural finance courses in India (Coursera, edX). Learning strengthens your money mindset and supports sound financial decision-making.

Use our SIP Calculator Tool to plan your investments smarter.

Conclusion

Behavioural finance isn't about complex theories reserved for academics; it's about understanding the very human element of handling money. It teaches us that our brains, while brilliant, have predictable quirks or behavioural finance biases that can lead to investment mistakes if left unchecked. For professionals navigating the complexities of financial life in urban India, recognizing emotional investing triggers like fear and greed, and understanding concepts like loss aversion, overconfidence, and herd behaviour, is incredibly empowering.

By acknowledging these tendencies and applying practical strategies – like automating investments, having a clear plan, diversifying, pausing before acting, and focusing long-term – you can significantly improve your financial decision making. You can build a stronger financial future, not by trying to be perfectly rational, but by being aware of your own investor psychology and managing it effectively.

Start small. Notice one financial decision you made recently – what was your thought process? Was it purely logical, or did emotions play a role? Awareness is the first step. Stay consistent with good habits like SIPs. Taking control of your money mind is a journey, but one that pays dividends in the long run.

Frequently Asked Questions (FAQs)

1. What is behavioural finance?

Behavioural finance studies how psychological biases and emotions influence financial decisions. It combines psychology and economics to explain why investors often act irrationally. The blog post gives practical steps to counter these biases.

2. What is an example of herd behaviour in the stock market?

The Nykaa IPO in 2021 exemplifies herd behaviour, with 82× retail oversubscription driven by social media excitement. Within months, the stock dropped 30% from its listing price, demonstrating how following the crowd often leads to poor investment outcomes.

3. How does loss aversion affect investing decisions?

Loss aversion makes investors fear losses more than they value equivalent gains. This explains why many held onto Paytm shares as they declined 60% from IPO price in 2022, refusing to sell and reallocate to better opportunities.

4. What's the difference between traditional finance theory and behavioural finance?

Traditional finance assumes investors are perfectly rational, making optimal decisions based on complete information. Behavioural finance, championed by economists like Richard Thaler, acknowledges humans are emotional and use mental shortcuts (biases) that affect decision-making. It explains market anomalies and investor mistakes that traditional models cannot account for.

5. Why should I care about behavioural finance as an investor in India?

Because it explains why even smart, well-intentioned investors make poor decisions, like panic-selling during a market dip or buying a trending stock without research. In India’s fast-paced investment landscape, where digital platforms and social media amplify emotional triggers, understanding behavioural finance can help you stay grounded and goal-focused.

6. What are the most common behavioural biases that affect Indian investors?

Some of the most common include:

• Loss Aversion: Hating losses more than loving gains.
• Herd Behaviour: Following what everyone else is doing (think: IPO rush).
• Overconfidence Bias: Thinking you're a market expert after a lucky pick.
• Anchoring Bias: Clinging to old price points or news.
• Procrastination: Delaying investments, thinking “I’ll start when I earn more.”

You can find real-life Indian examples of these in the blog.

7. How does emotional investing show up in daily life?

Examples include:

• Pausing your SIP because the Sensex dropped.
• Jumping into crypto or a hot IPO because your colleagues are doing it.
• Feeling bad about a past loss and avoiding the market altogether.
  Emotional investing often feels justified in the moment, but typically hurts long-term results.
  
  

‍