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Investor behaviour often deviates from logic and reason, and investors display many behaviour biases that influence their investment decision-making processes. What are the reasons investors behave as they do? A portfolio investor’s behaviour often deviates from logic and reason. Emotional processes, mental mistakes, and individual personality traits complicate tough investment decisions. Thus, investing is more than just analyzing numbers or figures and making decisions to buy and sell various assets and securities. A large part of investing involves individual behaviour. Ignoring or failing to grasp this concept can have a detrimental influence on portfolio performance of the investors especially in the long run.