Behavioral Biases and Investment Decision-Making in the Indian Stock Market: The Moderating Role of Financial Literacy and Investor Experience.

The results of this study lead to several conclusions. In this present study only one behavioral bias heuristics (HU) demonstrated a significant direct influence on investment decisions. In contrast, other behavioral biases such as prospect theory (P), emotions (E), market impact (M), and herding behavior (HB) do not significantly affect investment decisions (p > 0.05). The moderating effect of investors' experience and financial literacy investor behavior are minimal. The result underscores that improving financial education, skills, knowledge and gaining experience may help investors regulate emotional and trend-based decisions but may not be sufficient to address more instinctive cognitive biases. The significance of the study provides important implications for financial educators, advisors, policymakers and stock market authorities regarding the need for behaviorally informed investor training, decision-support systems, and informed advisory services to promote rational investment behavior.