Document Type : Original Article
Authors
1
PhD Student in Finance - Science and Research Branch, Islamic Azad University, Tehran, Iran
2
Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Imam Khomeini Memorial Branch, Rey City, Islamic Azad University, Tehran, Iran
3
Associate Professor and Faculty Member, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran
Abstract
Insurance is one of the phenomena that, despite its effective presence and decades in human affairs,has been present in all stages of social affairs and future provision, and this presence is not pursued in the category of needs of insurance governing bodies but by members of society as a demand.Behavioral financial advocates firmly believe that knowledge of psychological investment tendencies is absolutely necessary and requires serious development of the range of studies, and for those who see the role of psychology in financial knowledge as a factor influencing securities markets and investor decisions.Therefore, the present study designs a psychological model with a perceptual bias approach that affects the individual willingness of investors to purchase social insurance and provides behavioral policies in the insurer community.In this type of attitude, according to the individual preferences of investors, after choosing the perfect and error-free choice, they choose a behavior that better satisfies their preferences and avoiding behavioral distortions is the best tool to achieve That is the goal. Considering these issues in the fields of investment and insurance, in this study, the model of financial behavioral biases of investors in purchasing insurance has been designed. This research is a kind of mixed research in which two approaches used in behavioral sciences, namely quantitative and qualitative data of 1400, are used. In this study, behavioral biases were identified in 5 areas (preferential, revelatory, emotional, cognitive and economic) in which 42 main factors were approved by experts and activists in finance, investment and insurance. Is.
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