Your Brain On Investing: Why You Need Rules To Manage Buy-And-Sell Decisions

Imagine you’re at the shopping mall and a sign in the window of your favorite store reads, “30% Off All Items!” Have you ever thought to yourself, “I should develop a feeling of excitement and enter the store”? Probably not. We’re just happy to see the sale, so we enter the store and begin browsing.

Now imagine the sign reads, “All Items 30% More Expensive!” Why wouldn’t this sign get us excited? Because we want the best deal we can get, and when prices increase we’re not getting the same deal anymore.

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