Behavior Finance or Financial Behavior?

Conventional and modern finance is related to various theories concepts that has done respectable job in financial market providing guidance for strategic decisions. Among all, emerging behavior come up with psychological sociological issues affects the choices are often ignored by modernized theories. This paper will elaborate concept of its relation Efficient Market Hypothesis. The helps us known loopholes EMH gave birth but due lack clarity usage it could not be acceptedfully market. It also observed factors or cognitive cannot incorporated objectively decision making process may make difference valuation ofsecurity, thus, very important keep such into consideration. primarily based on secondary study research conducted behavioral can provide an insight importance qualitative process.