January is the perfect time to reflect, set new financial goals, and seek out ways to make positive changes.
While it might be easy to identify unhelpful habits you’d like to adjust, understanding the “hidden” emotions that drive these behaviours could be more of a challenge.
Yet, becoming aware of why you behave in certain ways could unlock your potential for positive change – until you know the problem, it may be hard to find a solution.
Indeed, when it comes to financial decision-making, your subconscious mind might play a significant role.
Read on to find out how overcoming these four common psychological biases – unconscious and systematic errors in thinking – could help you make better financial choices in 2025 and beyond.
1. Loss aversion
According to the Nobel prize-winning psychologist and economist Daniel Kahneman, “losses loom larger than gains”.
This “loss aversion” could skew your perception of risk and lead you to make financial decisions based on your emotions, rather than data and logic.
For example, if there is a downturn in the market and your investments fall in value, your knee-jerk reaction might be to sell your assets to avoid or minimise losses. Yet, this essentially turns a paper loss into an actual one, potentially jeopardising your progress towards your long-term goals.
On the other hand, staying calm and holding on to your investments could allow them to bounce back in value if the markets recover.
Loss aversion might also drive you to favour low-risk investments that limit your returns.
Overcoming loss aversion
- Focus on your long-term goals and avoid reacting to short-term fluctuations in the market.
- Make financial decisions based on data and logic rather than your emotions.
- Seek objective advice from a financial planner who can help you balance risk effectively.
2. The endowment effect
This psychological bias could lead you to place a higher value on assets you own, compared to those you don’t.
If you’re emotionally invested in this way, you might find it difficult to sell your assets, even if this might be the most logical financial decision.
The endowment effect often goes hand in hand with loss aversion – you’re less likely to sell something if you feel this would equate to making a loss.
Indeed, in a classic 1990 study by Kahneman and his colleagues, published by Science Direct, participants who were given a mug were reluctant to trade it for an item of similar value. What’s more, the amount they were willing to pay to purchase an item was typically much lower than the amount they were willing to sell it for.
This shows how the endowment effect can act as a powerful psychological bias that could lead you to make irrational valuations of the assets you own.
Overcoming the endowment effect
- Create a solid investment strategy that includes a clear plan of when to buy and sell assets.
- Regularly review and rebalance your investment portfolio with the help of a financial planner.
3. The sunk cost fallacy
You’ve probably heard of the saying, “throwing good money after bad”. This is the simplest way to understand the “sunk cost fallacy”.
If you’ve ever doggedly continued with a financial strategy that isn’t working, because you’ve invested “too much” time, money, and effort to change course, that’s the sunk cost fallacy at work.
For example, you might continue to pour money into maintaining and marketing a rental property, even though you struggle to find regular tenants who can provide a worthwhile income.
While investing for the long term is often a valid strategy, if you’re continually investing in an asset that is underperforming, it’s important to objectively weigh up your options rather than holding tight for emotional reasons.
Overcoming the sunk cost fallacy
- Set clear goals and track the performance of your investments.
- Look forwards rather than backwards – acknowledge the “sunk cost” but base your decisions on your long-term plan rather than how much you’ve invested in the past.
4. Confirmation bias
Confirmation bias refers to the human tendency to seek out information that supports our pre-existing beliefs.
Perhaps you feel that investing is “too risky” or that financial protection is not for you because you think that insurers never pay out. Confirmation bias might draw your attention to news headlines and loved ones’ experiences that seem to validate these beliefs, such as stories about insurance companies that refused to pay out on a seemingly legitimate claim.
Unfortunately, this kind of irrational thinking could leave you stuck repeating the same financial mistakes over and over again.
For example, you might miss out on valuable investment opportunities that could help you progress towards your long-term goals, or fail to take out adequate financial protection, which could provide a valuable safety net.
Overcoming confirmation bias
- Conduct unbiased research from a variety of sources before making any financial decisions.
- Use your trusted financial planner as an objective sounding board.
Get in touch
Becoming more aware of any psychological biases you might have could be a crucial first step towards more informed financial decision-making.
You may not be able to stop yourself from feeling certain emotions. Yet, understanding the reasons behind your financial behaviours could help you put strategies in place to overcome your biases and make data-driven, logical decisions.
If you’d like an objective perspective on your finances and to learn how to make decisions based on data and logic rather than emotions, we can help.
Please email hello@bluewealth.co.uk or call us on 0117 332 0230.
Please note
The content of this newsletter is offered only for general informational and educational purposes. It is not offered as, and does not constitute, financial advice.
Blue Wealth Ltd is not responsible for the accuracy of the information contained within linked sites.
Blue Wealth Ltd is an appointed representative of Best Practice IFA Group Ltd, which is authorised and regulated by the Financial Conduct Authority.
The value of your investments (and any income from them) can go down as well as up and you may not get back the full amount you invested. Past performance is not a reliable indicator of future performance.
Investments should be considered over the longer term and should fit in with your overall attitude to risk and financial circumstances.
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