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The purpose of this paper is to review the insights provided by behavioral finance studies conducted in the last decade (2006-2015) examining behavioral variables in financial decision making.

The literature review assesses 623 qualitative and quantitative studies published in various international refereed journals and identifies possible scope of future work.

The paper identifies stock market anomalies which contradict rational agents of modern portfolio theory at an aggregate level and behavioral mediators, influencing the financial decision making at an investor level. The paper also attempts to classify different dimensions of risk as professed by the investor.

The authors synthesize the contribution made by behavioral finance studies in extending the knowledge of financial market and investor behavior.

Even after appreciating multi-faceted merits of retail participation in stock markets and extensive efforts by policymakers and financial service industry to increase it, the present low retail participation in Indian stock markets is cause of grave concern. The purpose of this paper is to identify plausible drivers and deterrents of prospective and current household individuals through a multi-stage qualitative enquiry.

Two qualitative studies are conducted. In Study 1, scholarship of stakeholders is engaged through participative diamond model to propose behavioural classification of retail investors based on two-parameter framework. In Study 2, behavioural substructures of retail investors that drive or deter investment intentions and actions are identified through in-depth interviews.

Financial self-efficacy, past experience (own or peer group), financial eco-system, operational literacy, higher charges by financial experts and low liquidity in the hands of the investors are some key factors that influence investment intension and action of individual investors. Though digital platforms have helped to overcome hurdles faced by an investor but its availability, awareness and ease of use still remain a concern.

The inductive findings of this study uncover some important take-aways for the financial service industry – improve operational literacy, digital awareness, ease of use and incorporate risk assessments in client portfolios – and for the policymakers – improve investment eco-system through digital availability, financial literacy workshops focussed on operations.

To the best of the authors’ knowledge, this study is one of the initial attempts to adopt a multi-stage qualitative enquiry to propose behavioural classification of retail investors and uncover reasons that drive or deter individual investors’ intentions and actions in the context of Indian stock market. Moreover, this study provides necessary impetus to analyse and improve operational literacy (instead of financial literacy) and financial eco-system for higher retail participation.

In spite of an intuitive appeal regarding association between personality and investment efficacy, there is a dearth of empirical support for the effects of theoretically meaningful personality difference on intuitive and analytical ability, which further explains investment efficacy. The current study aims to explore this link using multi-method analysis.

In Study 1, the experimental protocol captures intuitive responses of naïve investors in four different investment horizons and maps the findings with personality constituents of the Big Five (Costa and McCrae, 1992), while in Study 2, survey of active investors seeks their preference for intuition or deliberation (PID, Betsch, 2004) in decision-making, along with measuring their investment efficacy and analysing the results on the basis their personality Type A vs Type B.

Subjects with lower extraversion tend to have superior forecasting accuracy for gold and dollar, while those with lower neuroticism have tendency of superior forecasting for dollar and Nifty index in mid-term investment. Further, in Study 2, the results indicate superior intuitive ability, analytical ability and investment efficacy of Type B investors.

The study is unique in two ways. One, it explores the role of personality in ambidextrous decision-making framework, where rationality and intuition iteratively operate in a parallel, yet synchronous, fashion. Two, the study attempts to examine the role of personality in the unique socio-cultural context of an emerging economy such as India with Eastern religious traditions, having strong implications on the personal characteristics of the decision agents.