I’ve just completed second year of my subject Behavioural Finance at the University of Western Sydney. This is of course a non-traditional subject–meaning non-Efficient-Markets-Hypothesis–but even here I take a non-standard approach. While I have great respect for the work of Kahneman and Tversky on behavioural economics, I argue that much of the subsequent work is mis-directed, because of a crucial misinterpretation of the original work on expected utility by von Neumann and Morgenstern.
Much of the standard behavioural finance literature shows that individual behaviour violates the precepts of expected utility theory when faced with a choice between two hypothetical options, and then develops some modified utility function that fits the actual behaviour. The options are normally presented in this manner: