Behavioural economics has fundamentally challenged the classical assumption that humans make financial decisions rationally. Daniel Kahneman's research showed that losses feel approximately twice as painful as equivalent gains — a phenomenon called loss aversion. This explains why investors hold losing stocks too long and sell winners too early. Sunk cost fallacy leads people to continue failing projects because of what they have already invested, ignoring the forward-looking logic that should govern decisions. Present bias makes saving difficult: the future self is psychologically distant, so immediate gratification wins again and again. These biases are not signs of stupidity — they are features of human cognition. Understanding them is the first step to making better decisions.

💡 Did you know? Daniel Kahneman won the Nobel Prize in Economics in 2002, despite being a psychologist — the first psychologist ever to receive the award. His work with Amos Tversky essentially created the field of behavioural economics.