NEUROFINANCE – AN UNDERSTANDING AND ASSESSMENT OF BIOLOGICAL DIFFERENCES WITH SPECIAL FOCUS ON GENDER DIFFERENCES FOR PREDICTING THE BEHAVIOR AND PERFORMANCE OF INVESTORS
Neurofinance explains how individual differences like gender, genes, neuroanatomy, and personality affect financial decisions. An attempt has been made in this paper to understand the biological differences with special focus on gender difference for predicting the behaviour and performance of investors. The study is descriptive in nature and it identified that women are perhaps more risk seekers or takers in societal decision making. High risk aversion is associated with low in-utero testosterone exposure in women. In comparison to that in men risk taking for gains is positively related to basal (salivary) testosterone.