Even those who think rationally end up making wrong financial decisions, which is against their best interests. Behavioural Finance is a field that combines psychology and economics to understand how cognitive biases, emotions and social influences affect financial decision making. Consumers who intend to be rational make hasty, abrupt, reactive choices rather than thoughtful ones, according to Dr Anu Priya Mathew, Asst. Professor, Deva Matha College (Autonomous), Kerala. She was making a prese. Sign in to read more..