Resumen

FERNANDEZ LEON, Ángel Manuel; DE GUEVARA CORTES, Rogelio Ladrón  y  MADRID PAREDONES, Rosa Marina. Behavioral Finance in Decision Making. Fides Et Ratio [online]. 2017, vol.13, n.13, pp.127-144. ISSN 2071-081X.

Abstract This paper describes the basic principles and concepts of the Behavioral Finance, in orderto reflect some alternative explanations aboutthe financial behavior of the individual from a perspective that consider Psychology concepts in the decision making process. These concepts include the Prospect Theory, as well as the Heuristics and Biases that represent the main fundamental pillars of the Behavioral Finance. The principles and concepts exposed may represent a complementary alternative to understand Finance, from a different kind of rationality closer to the human nature.

Palabras clave : Behavioral Finance; Heuristics; Biases; Prospect Theory; Decision Making.

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