Subliminal: How Your Unconscious Mind Rules Your Behavior

Did you know that investors prefer IPO stocks with pronounceable company names as opposed to unpronounceable names? They even prefer the pronounceable stocks even over a long term basis of six months or a year. You may not realize it but your investment decisions are controlled more by your unconscious than the conscious part of your brain.

Did you know that very sunny days in New York City can affect stock market, in addition to very cloudy days? The weather affects the unconscious mind of stock traders which affects their stock trading behavior. There are lots of interesting anecdotes that are backed by extensive research, which he covers quite well.

The chapter called Self is fascinating. It is about over confidence, business execs who think their business will be more successful and competitors, investors who believe they can pick stocks better than they actually can, etc.

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Subliminal: How Your Unconscious Mind Rules Your Behavior