| 1. Reward & Punishment Superresponse |
The powerful influence of incentives and disincentives on behavior and cognition. |
Creates "incentive-caused bias." Be wary of advice from a commission-based advisor. Ex: Wells Fargo employees creating fake accounts to meet quotas. |
| 2. Liking/Loving Tendency |
The tendency to ignore faults of and comply with the wishes of people or things we admire. |
Can lead to ignoring red flags in a beloved company or "falling in love" with a stock, making it hard to sell when fundamentals deteriorate. |
| 3. Disliking/Hating Tendency |
The tendency to ignore virtues in and distort facts to facilitate hatred of people or things we dislike. |
Can cause an investor to blindly avoid an entire industry or company due to personal bias, missing out on good opportunities. |
| 4. Doubt-Avoidance Tendency |
The tendency to quickly remove doubt by making a swift decision. |
In a volatile market, this can lead to panic-selling or impulsive buying without proper analysis to relieve the stress of uncertainty. |
| 5. Inconsistency-Avoidance Tendency |
The brain's reluctance to change habits, beliefs, and commitments once made. |
An investor might hold a losing stock simply because selling would be an admission of a past mistake. It fuels confirmation bias. |
| 6. Curiosity Tendency |
The drive to know things. While generally positive, it needs to be disciplined. |
Undisciplined curiosity can lead to chasing "hot" story stocks or complex financial products without doing the necessary research. |
| 7. Kantian Fairness Tendency |
The expectation of fair treatment, leading people to behave irrationally in perceived unfair situations. |
An investor might refuse a profitable deal because the terms "don't feel fair," even if they are objectively advantageous. |
| 8. Envy/Jealousy Tendency |
The pain felt at another's success. |
"Keeping up with the Joneses" can drive investors to take on excessive risk to match the spectacular (and often temporary) gains of others. |
| 9. Reciprocation Tendency |
The automatic tendency to reciprocate favors and disfavors. |
In business, this can be exploited. A small, unsolicited gift from a salesperson can create an obligation to listen or even buy. |
| 10. Influence-from-Mere-Association |
The tendency to be influenced by things merely associated with past good or bad experiences. |
A CEO who had a past success with a certain strategy may wrongly apply it to a new, different situation. It also fuels the Liking/Loving tendency. |
| 11. Simple, Pain-Avoiding Psychological Denial |
The subconscious refusal to accept reality when it is too painful to bear. |
An investor in a failing company might deny the clear evidence of decline to avoid the psychological pain of admitting a major loss. |
| 12. Excessive Self-Regard Tendency |
The tendency to over-appraise one's own abilities, decisions, and possessions. |
Leads to overconfidence and underestimation of risk. It's why most drivers believe they are "above average". |
| 13. Overoptimism Tendency |
The natural human tendency to be overly optimistic, even in the face of contrary evidence. |
During market booms, investors may irrationally assume prices will rise forever, ignoring clear signs of overvaluation. |
| 14. Deprival-Superreaction Tendency |
Reacting with greater intensity to a loss (or threatened loss) than to a gain of equal value. |
This is loss aversion. It causes investors to hold onto losing stocks too long and sell winning stocks too soon. |
| 15. Social-Proof Tendency |
The tendency to think and act like those around you, especially in times of uncertainty. |
This is the engine of herd behavior, market bubbles, and crashes. "Everyone is doing it" becomes a substitute for independent thought. |
| 16. Contrast-Misreaction Tendency |
Cognition is distorted by contrasts. A $1,000 expense seems small after buying a $500,000 house. |
An investor might overpay for a mediocre company because it looks cheap compared to a wildly overvalued competitor. |
| 17. Stress-Influence Tendency |
High stress can cause rapid and extreme changes in behavior, often leading to poor, impulsive decisions. |
Panic-selling during a market crash is a classic example of stress overwhelming rational analysis. |
| 18. Availability-Misweighing Tendency |
The mind gives undue weight to information that is vivid, recent, and easily available. |
A dramatic news story about a company's success can cause investors to overestimate its prospects, ignoring less vivid but more important statistical data. |
| 19. Use-It-or-Lose-It Tendency |
Skills, especially rarely used ones, atrophy with disuse. |
An investor who doesn't continually practice their analytical skills will find their judgment dulls over time. |
| 20. Drug-Misinfluence Tendency |
The impairment of judgment due to chemical influence, which can be severe. |
Munger includes this as a reminder that sound judgment requires a clear mind. |
| 21. Senescence-Misinfluence Tendency |
The cognitive decay associated with aging requires a conscious effort to maintain skills and adaptability. |
An older investor must fight the tendency to become rigid and fail to adapt to new market realities or technologies. |
| 22. Authority-Misinfluence Tendency |
The tendency to blindly follow the directives of authority figures. |
An investor might buy a stock solely on the recommendation of a famous guru without doing their own due diligence. |
| 23. Twaddle Tendency |
The tendency of humans to waste time and energy on irrelevant information or chatter. |
In investing, this means getting distracted by short-term market noise and sensational headlines instead of focusing on long-term business value. |
| 24. Reason-Respecting Tendency |
Humans crave reasons and will comply more readily if a reason is given, even if it's a poor one. |
In business, always explaining the "why" behind a decision or policy can greatly improve compliance and morale. |
| 25. Lollapalooza Tendency |
The tendency for multiple biases to act in concert to produce extreme, non-linear outcomes. |
The convergence of social proof, overoptimism, and incentive-caused bias during a speculative mania. |