🔥 When Personal Stories Hijack Investment Decisions ▪️
Yesterday, while discussing personal finance with a friend, we shortlisted a set of companies that — based on fundamentals — looked solid long-term bets. One stock in particular stood out. Strong balance sheet, clean governance, consistent performance. To me, it was one of the best in the entire list. But my friend instantly said: “No… my father once lost money in that stock. I’ll never invest in it.” That one line changed the entire discussion. It wasn’t about the company. It wasn’t about the numbers. It wasn’t about fundamentals. It was a memory of loss shaping a current investment decision. And that’s when it hit me: We don’t invest only with analysis — we invest with experience, emotion, and mental shortcuts. 🔍 The Bias at Play: Availability + Affect Heuristic ▪️ Availability: A past event that is emotionally vivid becomes the decision driver. ▪️ Affect: The negative feeling from a loss overrides objective evaluation. The brain says: “I’ve heard a bad story → it must be a bad...