Psychological Determinants of Investment Decisions: An Integrated Sierpinski Triangle Fuzzy-based Decision-Making Model for Enhancing Financial Well-Being
DOI:
https://doi.org/10.65069/jessd21202620Keywords:
Psychological Factors, Investor Behavior, Risk Perception, Confidence, Herding Behavior, Cognitive Biases, Behavioral Finance, Financial Decision-MakingAbstract
It is frequently emphasized in the behavioral finance literature that investment decisions cannot be explained solely by economic indicators and rational expectations and that psychological factors also play a significant role in this process. However, the lack of a comparative analysis of the importance of psychological factors influencing investor behavior in the literature and the lack of consensus on which factors are more dominant constitute a fundamental problem. This deficiency leads to significant uncertainties in both theoretical modeling and practical investment strategies, increasing market risks such as irrational price movements, speculative bubbles, and panic selling. In this context, the aim of this study is to determine the relative importance of the fundamental psychological factors influencing investor decisions and, considering these factors, to identify the most appropriate investment alternatives for individuals. This study develops a new integrated decision-making model to answer these research questions. Considering the demographic characteristics of the experts, importance coefficients are calculated using the Euclidean distance-based weighting approach. Criterion weights are then determined using the Entropy method, and the MABAC and MAIRCA methods are applied to rank investment alternatives. Additionally, fractal fuzzy sets based on the Sierpinski triangle are integrated into the proposed model to model uncertainty more effectively. The study's contributions to the literature are highlighted in three dimensions: (1) psychological factors, often overlooked in the literature, are included in the criteria set; (2) expert weights are differentiated based on demographic characteristics rather than assumed to be equal; and (3) expert opinions are modeled more flexibly and precisely using new fractal number-based fuzzy sets. The findings indicate that trust is the most critical psychological factor, followed by loss aversion. In terms of investment alternatives, stocks stand out as the most suitable option, while bonds/deposits and gold are other important alternatives, with cryptocurrencies and real estate ranking next.
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