Behavioral Biases Affecting Decision-Making in the Financial Market

For decades, the advent of behavioural finance has challenged market theories. The latter been subject many criticisms from advocates behavioral especially with regard to rationality investors. Indeed, recent studies have shown that investors are bias arising their own daily behaviour, which can distort investment decisions. This article is intended be a study different factors affecting decision-making among retail analysis data was carried out on sample 100 Moroccan individual results enabled number obtained significantly influenced both intention and equity participation. Thus, financial expectations variable, overconfidence literacy represented significant relationships invest, while situation, self-efficacy intent affect participation variable. Moreover, rejected hypothesis there mediating effect invest between all variables taken separately variable in stock market.