‘Simple, but Not Easy’ an Introduction to Behavioural Science

For both investors and their advisers, investing is clearly more than a mathematical analysis of risk and return. It’s a struggle with ourselves: to tune out irrelevant information, to have the strength to stick to the plan and to resist the urge to follow the herd (except, of course, when they know better than we do). Facing this internal struggle, investors and their advisers are often told to avoid the emotional roller coaster and magically remove emotions and temptations from the picture.

At the Morningstar Investment Management Adviser Roadshow, we provided an introduction to behavioural science and a guide for helping you and your clients overcome common behavioural obstacles.

Please click here to access the guide:


For future versions of the guide and more client engagement tools, please visit Your Toolkit.

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