Traditional finance theory makes the assumption that all individuals are rational and that they are capable of making rational investment decisions after taking into consideration all the available information. However, this is not entirely true. Due to behavioural biases investors don’t always make rational investment decisions. Behavioural finance challenges these traditional finance assumptions and explores how individuals and markets actually behave. Many individuals exhibit various behavioural biases that impact their ability to make optimal investment decisions. Some of these biases are discussed below.