Irrational Behavior of Households on Investment Decision – Emotional and Social Status Behavior

Every human has a unique mindset in performing regular activities. Often changing environmental situations and traditional follow-ups influence the humans by their emotional and social cultural factors. The authors of the research paper made an attempt to study irrational behaviour of household investors on investment decisions. The authors adopted purposive sampling method in the study of irrational behaviour of households with respect to emotional and social status bias. The primary data is collected with the help of a well structured close-ended questionnaire which consists of necessary parameters to measure the emotional and social status biases. The collected data were analysed with the help of the statistical tools packages like Statistical Package for Social Science (SPSS) and Analysis of Movement Structure software for validating the theoretical assumptions and derived at the valid results from the data. The study hence done found that emotional and social status biases influence the decision making processes and the path analysis confirmed that the emotional and social behavioural biases had significant impact on the investment decision of individual household investors