Published Paper Details:

This research delves into the intricate realm of behavioral finance, examining the decision-making processes of students and employees in Jorhat, Assam, India. Drawing from Daniel Kahneman's assertion that intuition often leads astray, the study explores how psychological biases and emotions influence financial choices. Through a comprehensive analysis, it uncovers nuanced insights, highlighting the prevalence of cognitive biases such as herd mentality and emotional influences in investment decisions. Cultural factors emerge as significant influencers among students, while employees express heightened concerns about job security. The research underscores the importance of tailored educational initiatives to empower individuals in making informed investment choices. By shedding light on the behavioral aspects of financial decision-making, this study contributes valuable insights to enhance understanding of market dynamics and inform the development of more robust financial models.