South African risk behaviour archetypes in the domain of discretionary investments

Nixon, Paul (2022-04)

Thesis (MCom)--Stellenbosch University, 2022.


ENGLISH SUMMARY : More recent models of decision making under conditions of risk have built on Cumulative Prospect Theory. They propose that, in addition to the framing of choices, individuals' recent experiences of investments can lead to them making investment switching decisions that could potentially harm their chances of reaching their desired investment returns. A dynamic model of risk preferences is key to explaining investor behaviour during evolving market conditions. This study partitions investors into homogenous groups by using the medoids clustering algorithm based on the dimensions highlighted by this body of theory. This provides evidence to support this dynamic perspective on risk-based decision- making behaviour and demonstrates the viability of this method for segmenting investors from an advice, marketing and communications perspective. This should be of value to financial advice and investment management practitioners.

AFRIKAANSE OPSOMMING : Geen opsomming beskikbaar.

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