Behavioral Psychology in Investing - Scarcity: Limited availability increases perceived value [1] - Reciprocation: Obligation to return favors influences decisions [1] - Social Proof: Mimicking crowd behavior, especially under uncertainty, impacts choices [1] - Liking: Persuasion is easier from those who are liked or found attractive [1] - Authority: Opinions from perceived authorities carry significant weight [1] - Consistency/Commitment: Sticking to previous conclusions or choices is common [1] - Unity: Identifying with a group leads to favoring in-group members [1]