Behavioural finance: The investment mistakes caused by framing
Because of the way that individuals feel losses more than gains, Bob is much more likely to be happy with the investment than Brian. Their differing reactions here will frame their future investment decisions. Another problem for investors is the strong tendency for individuals to frame their investments too narrowly – looking at performance over short time periods, even when their investment horizon is long term. People also struggle to consider their portfolio as a whole, focusing too narrowly on the performance of individual components.
The 70% rule
Investors hate losses
Myopic thinking can lead to investment mistakes
Observing short-term fluctuations in the value of an investment is likely to cause more discomfort for investors who are particularly sensitive to losses. This may prevent them from investing in such a portfolio and thus lose out on the higher potential returns that they would get by taking on appropriate levels of risk.