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Bias, sentiment and personal opinions cloud the judgement of even the best Wall Street investors, so why do most financial decision-making models fail to factor in basic human nature? In this work, a guide to what really influences the decision-making process, Hersh Shefrin applies psychological research to stock selection, financial services, and corporate financial strategy. Through colourful, often real-world examples, Shefrin points out the common mistakes that money managers, security analysts, financial planners, investment bankers and corporate leaders make so that readers gain insights into their own financial decisions.