Brett N. Stinberger is the doctor of philosophy and the professor of Psychiatry at Medical University in Syracuse, New York state. He is also an active trader and writes articles on market psychology. The author of the book “trade Psychology” 2003, doctor Stinberger has published more than 50 articles under short-term approaches to change of behavior of traders.

Probably, cardinal investment in research of the behavioral finance is the analysis of ways with which people in the conditions of risk and uncertainty depart from strict rationality. How we process the information, influences our behavior, creating situations in which we can risk our capital more for the psychological reasons, rather than on the logic.

The overwhelming majority of how we perceive the world that surrounds us consists of attributes – qualities which we attribute to ourselves and to explanations which we attribute to events. Being people, we are forced to give sense to the world that surrounds us; both giving of attributes to objects and events is the important element of this formation of sense.

One of the most important attributes which are created by the trader is a perception of the profits or losses. Whether gains and losses refer to the trader – result of positive or negative actions which he undertakes? On the contrary, we carry a gain and loss to account of external forces or casual coincidence of circumstances? We give what attributes to our trading results, it will be obligatory to play large role that we undertake concerning these results. If, for example, we tend to attribute profit to the achievements, and losses to connect with failure we can continue to adhere to erroneous trading ideas that will strengthen only our losses.

Actually, the carried out research shows that people are for a full due adhered to the attributes that should be shown also in trade. For example, football fans tend to attribute successes of the command to their skill, and losses to good luck of opponents. When chiefs of the companies successfully make any bargains on merge or absorption attribute success to the professionalism then they tend to become self-confident and to do the further bargains which then bring the lesser benefit to their companies. Also, there is a tendency to pay to chiefs of the companies of more money when the price of shares of company grows as this growth is unfairly attributed to merits of the chief. By the way, at price loss on shares there is a return situation.

However, when we give in to such attributive biases, results of trade are to the greatest degree endangered. Social psychologists refer in this case to “an attribution error” which represents the tendency to give too great value to the personalized behavior of other people and to minimize situational influences. When we are subordinated to “a bias of the observer”, we tend to attribute our own results to influence of situational forces, instead of lines of individuality.

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