• Prof. Ashok Kumar Srivastava
• Anand Kumar

This article examines the discipline of behavioral finance, which presents a critique of the conventional assumptions of rationality within the realm of finance. It gets into the examination of psychological biases and their impact on investor behaviors and market pricing. Behavioral finance provides a complete theoretical framework to help people in making improved and more rational financial decisions by analysing the factors, timing and causes behind deviations from reasonable expectations. This research emphasizes the significance of comprehending biases within the field of behavioral finance, including confirmation bias, familiarity bias, and mental accounting, as they have the potential to influence the financial decision-making process of an organization. The integration of interdisciplinary approaches has permitted the assimilation of different data and methodologies into financial research, hence generating a multitude of research prospects within the realm of behavioral finance.

Behavioral Finance, Mental Accounting, Psychological and Investors.

"Behavioral Finance: Issues And Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 12, page no.f775-f784, December-2023, Available :http://www.jetir.org/papers/JETIR2312595.pdf

"Behavioral Finance: Issues And Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 12, page no. ppf775-f784, December-2023, Available at : http://www.jetir.org/papers/JETIR2312595.pdf