To achieve the goals, a hybrid research strategy has been used in this research. In qualitative research, 16 factors affecting the behavior of individual investors (availability, limited attention, self atribution, anchoring point, over confidence, gambler's fallacy, lo
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To achieve the goals, a hybrid research strategy has been used in this research. In qualitative research, 16 factors affecting the behavior of individual investors (availability, limited attention, self atribution, anchoring point, over confidence, gambler's fallacy, loss aversion, increasing risk appetite, justification, optimism, regret aversion , time horizon, control center, tolerance of ambiguity, confident- anxious, careful-impetuous) which was obtained through the method of analyzing the content of semi-structured interviews of capital market experts, which were based on the construction of a researcher-made questionnaire. In the quantitative section, the final model of decision-making behavior of the individual investors was extracted using structural equations and fitted out. In the capital market of Iran, the model of the behavior of individual investors begins with cultural factors. In other words, the underlying factor in the behavior of investors is the factor of culture. The theory that emotional biases are prior to cognitive biases is not confirmed in this research. Personality has a positive relationship with herding behavior. In other words, category of anxiety in stockholders, increases the volume of their herding behavior.
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