ABSTRACT
Behavioral Finance is a new field in the financial theory which aims to incorporate the psychological aspects of the individual. Contrary to the Traditional Financial Theory, the Behavioral Finance arose to fill the gap in the literature, in which they cannot justify certain behaviors in the financial market. Therefore, the general objective of this research is to check whether or not there are differences in the behavioral profile of investors of different parts of Brazil, represented herein by the cities of Salvador and Sao Paulo respectively. As secondary objective, it is sought to trace the main traits not only of the profile but also the tools used by both investors. This research contribution and relevance serve both to help investors and guide brokers and companies which seek to enlarge their frontiers making new launchings of stocks and, thus, need to know the clients´ profiles.
Keywords
Behavioral Finance, prospect theory, last aversion, anomalies of market, capital market and financial market