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This possibility is studied in the field of behavioral finance, which uses psychological assumptions to provide alternatives to the CAPM such as the overconfidence-based asset pricing model of Kent Daniel, David Hirshleifer, and Avanidhar Subrahmanyam (2001).
Sheena Iyengar is an Academic Member of the Behavioral Finance Forum, a Fellow at the Applied Statistics Center at Columbia University, an Oversight Board Member at the ING Institute for Retirement Research, and an Institute Fellow at TIAA-CREF.