1. Recognition of the behavioral influences driving collective and individual investor actions through ongoing analysis
2. Education of the theories and concepts affecting behaviour and market action constantly updated through academic partnerships and research
3. Application of acquired knowledge to financial markets enabling fresh insight and individual performance enhancement

1. Bounded Rationality: When assessing probability, investors satisfy their financial needs or goals and do not maximize the opportunity
2. Representativeness: How we "approximate" judgment incorrectly 
3. Prospect Theory: The pain of loss is greater than the pleasure experienced by a gain.

Behavioral biases active in current markets:

1. Cognitive dissonance
2. Contagion
3. Conjunction
4. Assimilation
5. Herd behavior

Contains a presentation of choice architecture and its impact on economic and social policies.

Most people have both rational and behavioral tendencies in their personalities. It is the control of the behavioral tendencies through the disciplined resistance to the impulse that distinguishes successful traders.