medium · Certified Financial Planner General Principles

Mr. Inoue is a client who tends to view his investment losses more painfully than his equivalent gains. He recently refused to sell a losing stock because he 'doesn't want to make the loss real.'

Which behavioral bias is Mr. Inoue demonstrating?

  1. Anchoring
  2. Loss Aversion
  3. Mental Accounting
  4. Confirmation Bias

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