Abstract

Behavioral finance has stood out as an interdisciplinary field of study that seeks to understand psychological and behavioral influences on financial decisions. The study aims to investigate the behavior and profile of investors in a financial institution, to understand the associations between their individual characteristics and investment performance. The methodology used was a case study, applying Kahneman and Tversky’s theory of perspective. Field study used primary data collected through questionnaires, which allowed to collect direct investor information, while correlation and correspondence analysis provides a better understanding of the relationships between the studied variables. The application of perspective theory has allowed to analyze how investor’s perceptions and preferences influence their financial decisions. The results revealed that investors tend to avoid losses and seek financial security, even if it implies renouncing potential gains. Associations were identified between investment performance time, family income level, academic background and value of financial investments. The study allowed an understanding of financial decision-making and insights to raise the quality of customer service by financial institutions.

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