Behavioral finance presented in Finance for Normal People is a second generation behavioral finance. The first generation, starting in the early 1980s, largely accepted standard finance's notion of people's wants as “rational” wants – restricted to the utilitarian benefits of high returns...

The crisis of 2008 and 2009 exposed not only the shortcomings of our financial system but also the shortcomings of the tools used by financial advisors to assess and guide investors. These include risk questionnaires. Many investors who were assessed as risk tolerant in 2007 and assigned...

"Behavioral finance is finance for normal people, like you and me. This book is also about transformation from normal-ignorant to normal-knowledgeable, learning the lessons of behavioral finance and applying them to banish ignorance, gain knowledge, and increase the ratio of smart to stupid...