Hey everyone, welcome back to Financial Therapy! Today we’re starting a two-part episode about traditional finance theory vs. behavioral finance, and the biases that can creep into our financial decision-making. In his book, The Subconscious Mind of The Consumer (and How To Reach It), Harvard Business school professor Gerald Zaltzman says that 95% of purchasing decisions happen in the subconscious mind and are driven by emotions. We'll learn about 13 common biases, and discuss how gaining an understanding about them can help us make more thoughtful financial moves in the future. Call or text to submit your feedback and questions for the show: 1-844-4FINPOD (1-844-434-6763)