Examples of this behavior were highlighted in the late 1990s and early 2000s during the tech bubble in the stock market. A “herd” mentality developed where investors flocked to any company in the tech and Internet industry because of the hype that was prevalent. Behaviors that were evident then (and still are) were greed, herding and fear. Herding is defined as following other investors’ actions instead of making one’s own decision. When fear reared its ugly head, portfolios crashed. We are currently living in an investment environment ruled by fear.

The identification of behavioral influences can reveal the underlying thoughts behind the irrational decisions by investors.

Counselors and financial advisers can assist investors in overcoming their feelings by educating to a level that provides leverage to behavioral influences. Often is the case where an investor is simply unaware of feelings that in return do not allow them to make the correct decision.

Another method of overcoming behavioral biases is using a technique known as life planning. This involves including an investor’s values, motivations, goals and objectives as part of the financial planning process. Factors of human thought are included in this technique during discussions between investor and adviser.

They include beliefs about spirituality, security, control, health, family and community. The values an investor holds in these areas is used to create a financial plan that molds to their beliefs.

Discussing emotions before making an investment decision can help pair the emotional thoughts with the logical thoughts to make the right choice for both the present and the future and not scare us off our path of investing for future financial security.