Introduction: What We Want |
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We want more than high profits from our investments. |
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We want to be number 1 and beat the market. |
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We want to nurture hope for riches and banish fear of poverty. |
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We want to feel the pride of profits and avoid the regret of losses. |
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We want the sophistication of hedge funds and the virtue of socially responsible funds. |
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And we want to leave a legacy for our children. |
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Chapter 1 We Want Profits Higher than Risks |
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Investments with profits equal to their risks are as easy to find as good lunches at fair prices. |
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But we want free lunches, not fair ones, and we are always searching for investments with profits higher than risks. |
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Chapter 2 We Have Thoughts, Some Erroneous |
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Cognitive errors mislead us into thinking that investments with profits higher than risks are easy to find. |
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Hindsight errors are one example, misleading us into thinking that we have seen investment winners in foresight when, in truth, we have seen them only in hindsight. |
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Chapter 3 We Have Emotions, Some Misleading |
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Emotions, like cognitive errors, draw us into promises of profits higher than risks. |
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Exuberance highlights profits and obscures risks; fear highlights risks and obscures profits; and unrealistic optimism exaggerates our investment skills and chances. |
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Chapter 4 We Want to Play, and Win |
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The game of finding investments with profits higher than risks is tempting, even when we know that it is difficult to win. |
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Playing the game makes us feel alive, in the groove, in control, and in the flow. |
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And winning is exhilarating. |
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Chapter 5 We Join Herds and Inflate Bubbles |
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We stampede into investments in exuberance and stampede out in fear. |
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We inflate bubbles and deflate them. |
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Our herding instinct also opens the door to frauds, where early fools pull in late fools, and all turn into losers. |
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Chapter 6 We Want Self-Control and Mental Accounts |
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We do not spend dollars from "hard-earned" mental accounts as easily as we spend dollars won in lotteries. |
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Mental accounting facilitates self-control, stopping us from buying a shiny new car today when we need the money for retirement tomorrow. |
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Chapter 7 We Want to Save for Tomorrow and Spend It Today |
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We try to strike a balance between saving too little and saving too much. |
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Mental accounting helps us distinguish what we are permitted to spend from what we must save. |
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Self-control helps us manage our conflicting desires to spend and save. |
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Chapter 8 We Want Hope for Riches and Freedom from the Fear of Poverty |
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Investors who hate risk buy insurance policies, while investors who love risk buy lottery tickets. |
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Yet most of us buy both, just as we buy both safe bonds and risky stocks. |
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We are motivated by our twin desires of hope for riches and freedom from the fear of poverty. |
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Chapter 9 We Have Similar Wants and Different Ones |
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Some investors are passionate about hope, while others care more about freedom from fear. |
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Our personalities, life experiences, and cultures weigh on the balance we strike between hope and freedom from fear. |
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Chapter 10 We Want to Face No Losses |
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Profits bring pride while losses inflict regret. |
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Realizing losses is especially painful because we give up hope of recouping our losses. |
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So we realize gains quickly and procrastinate in the realization of losses. |
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Chapter 11 We Want to Pay No Taxes |
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Some investors greet taxes with acceptance or resignation. |
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Some feel smart and savvy when they avoid taxes. |
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Some are angry that taxes are wasted by politicians. |
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And some are willing to forego $5,000 in profits to avoid paying $4,000 in taxes. |
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Chapter 12 We Want High Status and Proper Respect |
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Hedge funds open their doors only to the rich, making it easy to brag about riches without appearing to brag. |
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Yet wealth does not always bring respect. |
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Women investors resented disrespect a century ago, and they resent condescending attitudes today. |
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Chapter 13 We Want to Stay True to Our Values |
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Some socially responsible investors are willing to sacrifice investment profits for human rights and others are willing to sacrifice profits for a clean environment. |
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Values extend beyond social responsibility to religion, ideology, patriotism, and philanthropy. |
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Chapter 14 We Want Fairness |
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We want to play on level playing fields in sports, investments, and every other field. |
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We boycott stores that treat their employees unfairly, protest unfair investment practices, and forego profits to avoid money managers whose fairness we suspect. |
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Chapter 15 We Want to Invest in Our Children and Families |
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We prod our children to do well in school and we save for their college expenses. |
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Middle-class parents worry that they might not have enough for their children's education. |
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Rich parents worry that their children would feel entitled to spend what they do not earn. |
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Chapter 16 We Want Education, Advice, and Protection |
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We are increasingly responsible for our financial futures. |
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We seek information, protection, and advice from financial advisors, the Internet, the government, and other investors. |
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Some advice is good and some is bad. |
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Some sticks with us and some washes away. |
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Conclusion: What We Have |
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Some trade investments because they have a true advantage over other traders. |
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Others trade investments because cognitive errors mislead them. |
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Yet others trade because they want to enjoy the thrill of trading. |
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Still, it is important to distinguish truth from cognitive errors and cognitive errors from wants. |
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And it is important to remember that investments are about life beyond money. |
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Notes |
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Index |
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