May 2012 Investment Commentary by Richard W. Boyer, CFP, CFA
I just returned from back-to-back conferences featuring some of the brightest minds in the investment industry. The Strategic Investment Conference, May 2-5, was followed by the 65th annual Conference of the CFA Institute May 6-9.
At the CFA Conference, Daniel Kahneman delivered a talk he called “Psychology for Behavioral Finance” in which he attempted to explain how the human brain operates and why it can lead us into making bad investment decisions. He said the functions of our brains are divided into two systems: “System 1” is intuitive and automatic… it’s always “on” but not necessarily accurate. “System 2” kicks in when the need to be more accurate demands effort. System 1 can handle a simple arithmetic problem like adding 2+2. Multiplying 24 X 17 requires System 2. The problem is that humans can be a little lazy. We tend to let System 1 handle as much as possible and we’re not always aware when a situation requires more effort. Stopping your car when you see a red light is pretty much a System 1 task… but texting and driving… now THAT’S definitely a System 2 function! (I don’t condone texting and driving but you get the point).
The System 1 part of our brain can hear one word and automatically prepare itself to hear other words associated with that word. He called this the “priming” effect. If you hear the word “black,” your brain may automatically be primed to hear the word “white.” When you see the yellow traffic light, you automatically know a red light is soon to follow.
But System 1 can mislead you. When your brain is on auto-pilot (which it tends to be when you are watching CNBC), you can hear words that you “associate” with other words. You might associate the word “Booyah” with a good investment opportunity. This can lead to misunderstandings.
To illustrate, Mr. Kahneman told the story of being at a party with his wife. At the party, his wife pointed across the room to another man and referred to him as being “sexy.” She followed that with the phrase “He undressed the maid himself,” which wasn’t any kind of statement Mr. Kahneman would have expected to hear from his wife. Not only was it an odd piece of information but, more importantly, he wondered how his wife came to possess such information?
What she actually said was, “He underestimates himself” but, because her phrase was preceded with the word “sexy,” Mr. Kahneman’s brain associated her statement with the word “sexy.” The word “sexy” primed his brain to hear any subsequent phrase differently than he would have otherwise.
Another behavior that Mr. Kahneman described is called “anchoring.” Anchoring causes us to rely too heavily on one piece of information when making a decision… sometimes a piece of information that should not even be a part of the decision making process. Investors are frequently guilty of this, and anchoring can lead to bad investment decisions. The decision to sell a stock should be based ONLY upon your expectations of the future performance of that stock. Many investors, however, take into account the price they paid for the stock. Tax considerations aside, what you paid for a stock should have nothing to do with the decision to sell. Even though you might think a stock trading for $50 is going to decline, the fact that you paid $70 for the stock may prevent you from selling. You are “anchored” to that $70 price and feel you deserve more than $50 when you sell.
I’ve heard this frequently for the past four years when people contemplate selling their house. I’m sure you have heard at least one person say, “I can’t sell it because I will take a loss on it.” And a year later the loss has increased. The price you paid for the house should not influence your decision to sell your house. Continue reading






