Behavioral Finance: A Different View in the State of Rio de Janeiro

The objective of this work is to present the consolidation of foreign reflections of a new branch in the financial theory, behavioral finance, that it aims at to adhere to the psychological aspects and the sociological ones of the individuals in the process of taking of decision at the moment to carry through an investment, as well as its applications through the incorporation of evidences on the irrationality of the investor. This new segment has as objective the revision and the improvement of the economic-financial model used currently. Through this study it was verified presence of the effect of super valuation of the assets and the effect disposal, as well as of aversion to the risk, since in the occurred economic crisis in 2008 middle a bigger index in the closing of companies was evidenced, and a minor in the opening of companies in the state of Rio De Janeiro. The association to the behavioral finance in such a way provides the agreement of the psychological process that motivates the investments, assisting in the construction of a model of more adequate taking of decision, how much in the act of contract of its administrators who will have to possess abilities adequate psychological techniques and in intention to prevent cognitive bias as reliable excess. The regression for being static got errors in its forecast high thus was not an incisive method, being able to be applied the forecast of demand of products, not obtaining success thus in this model.