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Behavioral biases shape financial decisions, often leading to irrational outcomes.

These biases are generally classified into inertia, self-deception, and affect.

Inertia causes people to stick to defaults, often out of effort avoidance or uncertainty. 

For example, investors may hold onto declining stocks instead of reallocating funds to better investments.

Self-deception occurs when individuals distort reality to fit their beliefs, leading them to overestimate their knowledge or abilities.

The affect heuristic influences risk perception, causing investors to rely on emotional reactions rather than objective analysis.

For instance, consider Mia, an investor in a major tech stock. She holds onto a declining stock due to inertia. 

Driven by overconfidence and self-deception, she buys more shares despite market warnings. 

As prices continue to fall, the affect heuristic triggers fear and regret, which prevent her from making rational decisions and lead her to hold on instead of selling to cut losses.

It is crucial to counter these biases using strategies like automation, objective performance reviews, and financial education for effective decision-making.