“In prospect theory, based on descriptive analysis of how choices are made, there are two phases to making a choice: an early phase in which prospects are framed (or edited) and a subsequent phase in which prospects are evaluated and chosen. The framing (editing phase) consists of using heuristics to do a preliminary analysis of the prospects, often yielding a simpler representation of these prospects. More spe- cifically, people decide which outcomes they see as economically identical and then establish a reference point to consider where these prospects rate. Outcomes below the reference point are viewed as losses, and those above the reference point are gains. In the second phase, the edited prospects are evaluated and the prospect of highest perceived value is chosen.”
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so they do not stagger their reference point like the above investor has done. This is consistent with the statement i made before – not wanting a loss - no matter what. (with reference to single point…)
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Statement 2: “Most of my clients need a well-informed advisor to analyze investment choices and to educate them on their opportunities. They prefer to be presented with three to six viable strategies to achieve their goals. They like to be able to match their goals with specific investment allocations or layers of their portfolio”
matching goals with particular investment allocations OR layers in portfolio - is mental accounting. Not considering the entire portfolio as “fungible” - as a whole - and saying Layer X will meet need A, Layer Y will meet need B … etc. They are not looking at the goal of investment as a whole.