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Moods and Markets: A New Way to Invest in Good Times and in Bad by Peter Atwater

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2. Horizon Preference: How Mood Affects Our Decision Making

Although I found the principles of socionomics and the causal relationship between mood and events of great interest, I struggled for a long time with specifically how and why mood could alter outcomes. This led me to look very closely at how mood affects our decision-making processes and, more specifically, what we see as logical choices (our preferences) based on our various levels of confidence. In this chapter, I discuss these topics.

To see how mood directly affects our decision-making processes, I am going to borrow from one of the best artificial mood creators I know of: the rollercoaster. Nothing does a better job of creating what I call self-assured uncertainty (where we are ...

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