Human Psychology - post 1


Human Psychology is the biggest influence in money decisions, and unfortunately, it is often totally wrong.
Most people, if not all, look at financial decisions the wrong way. When it comes to money, the human brain is just not very good at analyzing things very well. Simply put, human psychology gets in the way. I’ve heard other advisors and writers advocate working with people’s biases and poor rationalization; that a good advisor should try to accommodate people’s emotions. I disagree. It is true that like a doctor, an advisor needs to have empathy for his clients and a rapport that puts his clients at ease. A doctor with a poor bedside manner will not be well liked. An advisor cannot afford to be disliked. However, the advisor needs to educate and teach the client the correct way to analyze his money, just a like doctor must ultimately try to cure a patient or keep him healthy even if the patient believes in other treatments that are not effective.
Let me give an example of how perspective can drastically change the human behavior of someone, even if the outcome is unchanged. Which of the following would you consider more likely to occur?
- Someone receives a cash bonus from his employer, and then turns around and takes the entire proceeds (after tax) and buys his employer’s stock with it.
- Someone receive a stock bonus award from his employer and simply keeps the stock.
Most people would think that the person is scenario 1 (but not 2) is crazy. However the two outcomes are identical. People who receive stock from their employer think nothing is wrong keeping the stock, but they would never sink 100% of their paychecks into their company’s stock. The only difference is that in scenario 2 the company went ahead and bought the stock for you, but there is no reason to keep it! Here is human psychology at work, and it can be explained by a physics law: a body in motion stays in motion and a body at rest stays at rest. People receiving employer stock awards should think of scenario 1 and immediately sell the award, but they don’t, and it is due to a failure of perspective.
Stay tuned for the next post on how bank and insurance agents love to sell stuff that won’t lose money; a pitch designed to take advantage of our aversion to loss and risk.