Imagery , Affect , and Financial Judgment

  title={Imagery , Affect , and Financial Judgment},
  author={Donald G. MacGregor and Paul Slovic and David Dreman and Michael Berry},
Traditional theories of finance posit that the pricing of securities in financial markets should be done according to the quality of their underlying technical fundamentals. However, research on financial markets has tended to indicate that factors other than technical fundamentals are often used by market participants to gauge the value of securities. This… CONTINUE READING