Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on a normative perspective, questioning...

Investor's psychological and emotional factors lead to irrationality in financial decision making and anomalies in prices. Investor sentiment and psychology help to elucidate phenomena in financial markets that cannot be explained by traditional theory. The aim of this study is two-fold: it...