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Investment professionals can benefit from understanding how behavioral finance augments commonplace finance. The two could also be totally different when it comes to utilitarian characteristics; they are surely different in terms of worth-expressive ones. This breakdown applies to the funding business just because it does to, for example, the watch business. Marketing scholars divide the characteristics of products into two teams, utilitarian and worth expressive. Timex consumers, like Kmart buyers, don't beat the watch market when they purchase a $50 Timex instead of a $10,000 Rolex. Microsoft, like a Rolex, is a excessive-status (growth) stock; Kmart, like a Timex, is a low-standing (worth) inventory. And they'll profit from understanding that the "normal investor" of behavioral finance has wants and preferences that transcend the utilitarian needs of the "rational investor" of standard finance. Consider a Microsoft Company share and a Kmart Company share. Rolex patrons, like Microsoft consumers, get $50 value of utilitarian time-telling and $9,950 value of value-expressive standing. The fact that arbitrage between Rolex and Timex or Microsoft and Kmart is restricted doesn't indicate the market is inefficient within the beat-the-market sense.
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