Behavioral Portfolio Management May Draft PDF

Behavioral Portfolio Management
C. Thomas Howard*
First draft title: The Behavioral Market January 2013

Second draft: April 2013
This draft: May 2013
*Professor Emeritus, Reiman School of Finance, Daniels College of Business, University of

Denver and CEO and Director of Research, AthenaInvest, Inc. I would like to thank Craig
Callahan, Gary Black, Russ Wermers, Levon Goukasian, Oliver Boguth, Russ Goyenko, Randy
Cohen, Malcolm Baker, Meir Statman, Larry Schall, and Gene Fama for helpful conversations
regarding behavioral investing. I would especially like to thank Hersh Shefrin for taking a
leadership role in the upcoming transition to behavioral finance from MPT and for taking the
time to share his ideas with me. This paper would not have been possible without the support and
infrastructure development provided by my colleagues at AthenaInvest: Andy Howard, Joel
Coppin, Lambert Bunker, and Jay Quinn. Any remaining errors are my responsibility.
Contact information: [email protected] (877) 430-5675 x100

- Abstract-
Behavioral Portfolio Management (BPM) is presented as a superior way to make investment

decisions. Underlying BPM is the dynamic market interplay between emotional crowds and
behavioral-data investors. BPM’s first basic principle is that emotional crowds dominate the
determination of both prices and volatility, with fundamentals playing a small role. The second
basic principle is that behavioral-data investors earn superior returns. I present the evidence
supporting these first two principles. The third basic principle is that investment risk is the
chance of underperformance. It is important to distinguish between emotions and investment risk
so that good decisions are made. In order to achieve the best results using BPM, investment
professionals should redirect their own emotions, harness the market’s emotions, and mitigate
the impact of client emotions on their portfolio.
Journal of Economic Literature Classification Codes: G12, G15, C82
Keywords: Behavioral Science, Behavioral Finance, behavioral investing, Modern Portfolio

Theory, portfolio management, emotional catering
Capital market theory has passed through two distinctly different paradigms in the past 80 years
and is experiencing the rise of a third. Each paradigm has attempted to better explain the
movement of market prices. The currently ascendant paradigm, based on new research in the
field of behavioral finance, promises to offer superior guidance to investors and advisors who
hope to harness the pricing distortions created by widespread cognitive errors.
The first paradigm in this progression was launched by Graham and Dodd (GD) in 1934 with
publication of their now seminal book, Securities Analysis, which provided the first systematic
approach to analyzing and investing in stocks. GD argued that it was possible to build superior
stock portfolios using careful fundamental analysis and a set of simple decision rules. These
rules were based on the emotional mistakes made by the market that could be identified via
fundamental analysis. The success of GD is all the more impressive because their book appeared
in the depths of the Great Depression, when stocks were crashing and market volatility was
reaching levels not seen before nor since.
GD’s dominance lasted 40 years, until the ascendency of modern portfolio theory (MPT) in the
mid-1970s. MPT agreed that there were many emotional investors, but there were enough
rational investors to arbitrage away pricing mistakes. Therefore market prices were
“informationally efficient.” A consequence of this theory was that it was not worth conducting a
GD-type of analysis, or any analysis for that matter. Instead, an investor should simply buy and
hold an index portfolio.
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MPT immediately ran into problems with the publication of two studies, with Basu (1977)
demonstrating that stocks with low price-to-earnings ratios outperformed high PE stocks and
Banz (1981) showing that small stocks outperformed large stocks. MPT had no answer for these
anomalies. In order to save the model, the two were sucked into MPT as “return factors.” It has
been downhill for MPT ever since, with study after study uncovering one anomaly after another.
As MPT rose to prominence, a parallel research stream explored how individuals actually made
decisions. The conclusion of this behavioral science research was that emotions and heuristics
dominate decision-making. It is amazing how little rationality was uncovered in these studies!
Because of the many problems facing MPT and the growing awareness of the provocative
behavioral science results, we are currently witnessing the decline of MPT and the rise of
behavioral finance. Among other things, this transition brings back Graham and Dodd as an
important way to analyze the market’s emotional and thus faulty pricing mechanism.
Introducing behavioral portfolio management
Successful investing is emotionally difficult. It often requires waiting for long-term results when
your portfolio was recently pummeled, recommending an investment when others think it is a
dog, investing when volatility is high and, in general, looking and acting different from the
crowd. To be a successful investor, you must make a conscious decision to redirect your natural
impulses and focus on careful and thoughtful analysis. Staying disciplined in an emotionally
charged, 24-hour-news-cycle world is a challenge.
Behavioral portfolio management (BPM), a concept within the broader paradigm of behavioral
finance, assumes most investors make decisions based on emotions and shortcut heuristics. It
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posits that there are two categories of financial market participants: emotional crowds and
behavioral-data investors (BDIs). Emotional crowds are made up of investors who base decisions
on anecdotal evidence and emotional reactions to unfolding events. Human evolution hardwires
us for short-term loss aversion and social validation, which are the underlying drivers of today’s
emotional crowds.
Emotional investors make their decisions based on what Daniel Kahneman (Thinking, Fast and
Slow, 2012) refers to as System 1 thinking: automatic, loss-avoiding and quick, with little or no
effort and no sense of voluntary control. On the other hand, BDIs make their decisions using
thorough and extensive analysis of available data. BDIs use what Kahneman refers to as System
2 thinking: effortful, high-concentration and complex. BPM is built on the dynamic interplay
between these two investor groups.
BPM as an alternative to MPT
MPT posits that even though there are numerous irrational investors, rational investors quickly
arbitrage away any price distortions. This implies that prices fully reflect all relevant
information, that active investing lacks excess returns and that indexed portfolios are superior to
their actively managed counterparts. In short, MPT contends that rational investors dominate the
financial pricing process.
But what if it is the other way around? That is, what if emotional investors dominate? If this
were the case, then price distortions would be common and could be used to build portfolios that
are superior to the corresponding index. Active management could generate superior returns. In
fact, we would see the impact of emotions in every corner of the market, and they would have to
be taken into account when managing investment portfolios.
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There is now ample evidence, which I will review shortly, supporting the argument that
emotional crowds dominate market pricing and volatility. Emotional crowds drive prices based
on the latest pessimistic or optimistic scenarios. Because stock trading is virtually free, there is
little natural resistance to stocks moving dramatically in one direction or the other, amplifying
these price movements. The market’s mantra is: “If anything is worth doing, it is worth
overdoing.”
Rational investors, or what I call BDIs, react to the resulting distortions by taking positions
opposite the emotional crowd. But they are not of sufficient heft to keep prices in line. As a
consequence, the resulting distortions are measurable and persistent. BDIs are able to build
portfolios that take advantage of these distortions as they are eventually corrected by the market,
either rationally or simply because the crowd is now moving in another direction.
The events that trigger crowd responses may be short lived, but the subsequent emotions are
long-lasting. As a result, price distortions are both measurable and persistent. This provides BDIs
an opportunity to identify distortions and build portfolios benefiting from them. Even though a
BDI portfolio will outperform, building such a portfolio is emotionally difficult, because the BDI
is forever going against the crowd. The need for social validation acts as a powerful deterrent for
most investors. Given the difficulty of behavior modification, there is little reason to believe that
this situation will change any time soon. So BPM contends that BDIs will have a return
advantage relative to crowds into the foreseeable future.
Viewing the world through the lens of BPM reveals that the decisions made by market
professionals are often based on faulty emotional analysis. It appears that much of what passes as
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MPT-based professional analytics and due diligence is a way to rationalize emotional decision-
making.
For the remainder of this paper, I will focus on managing equity portfolios as a way to illustrate
BPM’s three basic principles, with the proviso that these principles apply to managing portfolios
in other markets as well. In Section I, BPM’s first basic principle, that emotional crowds
dominate market pricing and volatility, is presented along with supporting evidence. In Section
II, the second basic principle, that BDIs earn superior returns, is presented, along with evidence
from the active equity mutual fund research stream. I also discuss the evidence regarding average
equity fund performance and reconcile these two results. In Section III, the third basic principle,
that investment risk is the chance of underperformance, is presented, as well as the argument that
emotions need to be carefully distinguished from investment risk. In Section IV, the steps for
implementing BPM are discussed, including portfolio construction, selecting the best funds and
the best stocks, and identifying the best markets. Concluding remarks are provided in Section I.
I. Basic Principle I: Emotional Crowds Dominate Pricing
BPM posits that the emotional crowd usually dominates the price discovery process. This means
that prices infrequently reflect true underlying value. Even at the overall market level, price
distortions are the rule rather than the exception.1
For many market participants, this principle is uncontroversial. The chaotic nature of the stock
market shows little outward signs of rationality. Prices swing wildly based on the latest events or
rumors. For many investors, the contention that prices are emotionally determined is consistent
1
Shefrin (2008) introduces the concept of “knife edge” market efficiency which exists only with the occurrence of a
rare combination of wealth and investor emotions. Thus he argues stock prices rarely reflect underlying
fundamentals.
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with their own market experiences. But it is necessary to examine stock price data to truly grasp
the importance of emotions in the price discovery process.
There is considerable evidence that stock prices are not driven by fundamentals and that
emotions play a major role. Shiller (1981) highlighted emotionally-driven excess market
volatility, which has been hotly debated ever since. But after 30 years of empirical efforts to
explain excess volatility and prove the efficiency of markets, Shiller (2003) stood by his initial
assertion:
“After all the efforts to defend the efficient markets theory there is still every reason to think
that, while markets are not totally crazy, they contain quite substantial noise, so substantial
that it dominates the movements in the aggregate market. The efficient markets model, for
the aggregate stock market, has still never been supported by any study effectively linking
stock market fluctuations with subsequent fundamentals.”
The fact that noise, rather than fundamentals, dominates market price movements is clear
evidence that crowds dominate stock pricing.
Research on the so-called equity premium puzzle provides additional evidence that emotions
play a prominent role. The long-term equity risk premium should be associated with the long-
term fundamental risks. Mehra and Prescott (1985, 2003) report that the U.S. stock market has
generated a risk premium averaging around 7% annually from the 1870’s to the present. They
argue that this premium is too large, by a factor of 2 or 3, relative to fundamental market risk, so
they coined the term “equity premium puzzle.” Over the last 25 years, there have been numerous
attempts to find a fundamental explanation of this puzzle, but with little success.
Benartzi and Thaler (1993), however, provide an emotional explanation.
“The equity premium puzzle refers to the empirical fact that stocks have outperformed bonds
over the last century by a surprisingly large margin. We offer a new explanation based on
two behavioral concepts. First, investors are assumed to be “loss averse,” meaning that they
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are distinctly more sensitive to losses than to gains. Second, even long-term investors are
assumed to evaluate their portfolios frequently. We dub this combination “myopic loss
aversion. Using simulations, we find that the size of the equity premium is consistent with
the previously estimated parameters of prospect theory if investors evaluate their portfolios
annually.”
The observed 7% equity premium is thus the result of short-term loss aversion and the investor
ritual of evaluating portfolio performance annually, rather than the result of fundamental risk.
Putting Shiller’s research together with Benartzi and Thaler’s analysis, it is reasonable to
conclude that both stock market volatility and long-term returns are largely determined by
investor emotions.
Numerous other stock market pricing distortions have been uncovered. Many of these have been
linked to the cognitive errors documented in the behavioral science literature. Hirshleifer (2008)
provided three organizing principles to place price distortions into a systematic framework.
• People rely on heuristics (i.e. short-cut decision rules) because people face cognitive
limitations. Because of a shared evolutionary history, people might be predisposed to rely
on the same heuristics, and therefore be subject to the same biases
• People inadvertently signal their inner states to others. For this reason, nature might have
selected for traits such as overconfidence, in order that people signal strong confidence to
others.
• People’s judgments and decisions are subject to their own emotions as well as to their
reason.
Shefrin (2010) provides an excellent aggregation of four behavioral finance summaries:
including Hirshleifer, Barberis and Thaler (2003), Baker et al. (2007) and Subrahmanyam
(2007). He also presents a comprehensive behavioral finance bibliography.
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The ineffectiveness of arbitrage
A key difference between BPM and MPT is the extent to which arbitrage is effective in
eliminating stock price distortions. Research over the last 40 years has shown that arbitrage has
not been able to eliminate price distortions. There are three possible reasons for this lack of
effectiveness: the difficulty in identifying arbitrage opportunities, the costliness and riskiness of
arbitrage and the limited number of market participants willing to engage in arbitrage.
Clearly stocks are difficult to value and so there is validity to the first reason. But even when the
price distortion can be accurately estimated, such as with closed-end funds, the distortions
persist. Cost and risk clearly make arbitrage difficult. But one would think that there would be
sufficient incentive to attract a large number of arbitrageurs into the stock market.
Recent results by Cornell et al. (2011) are discouraging in this regard. They find a tendency for
both mutual funds and sell-side analysts to exacerbate sentiment-driven price movements, rather
than dampen them, as one would expect of supposedly rational investors. In other words,
institutional professionals tend to join the emotional crowds rather than act as BDIs. It appears
that arbitrage plays a small role in stock pricing. Indeed, emotion overpowers arbitrage.
Finally, Shefrin’s (2010) insightful observation is of interest:
“Finance is in the midst of a paradigm shift, from a neoclassical based framework to a

psychologically based framework. Behavioral finance is the application of psychology to
financial decision making and financial markets. Behavioralizing finance is the process of
replacing neoclassical assumptions with behavioral counterparts. … the future of finance will
combine realistic assumptions from behavioral finance and rigorous analysis from
neoclassical finance.”
Thus Basic Principle I – that emotional crowds dominate pricing – is a logical first step in
building an effective decision process for investing.
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II. Basic Principle II: Behavioral Data Investors Earn Superior Returns
Emotional crowds dominate pricing, the first basic principle just discussed. This would seem to
indicate that BDIs earn superior returns by taking positions opposite the crowds. But this is not
necessarily the case. Though there is little doubt emotions increase volatility, the resulting
distortions might be random and unpredictable, making it difficult, if not impossible, to take
advantage of them. So beyond proving the fact that emotions drive prices, it is necessary to show
that the resulting distortions are measurable and persistent.
The behavioral finance literature is full of examples of measurable stock price distortions.2 It
would seem easy to build superior performing portfolios, but doing so would mean taking
positions that are opposite the crowd. The powerful need for social validation acts as a strong
deterrent for many investors, discouraging them from pursuing such an approach. It is tough to
leave the emotional crowd and become a BDI. Though we find price distortions to be measurable
and persistent, building a portfolio benefiting from them is emotionally challenging.
In order to demonstrate that it is possible to earn superior returns, I turn to the active equity
mutual fund research. This group of investors is one of the most studied in finance because of the
availability of extensive data over long time periods. One stream within this large body of
research reveals that active equity funds are managed by successful stock pickers.3 These studies
2
See the behavioral finance summaries in Shefrin (2010), Hirshleifer (2008), Barberis and Thaler (2003), Baker et
al. (2007) and Subrahmanyam (2007).
3
See recent articles by Alexander, Cici, and Gibson (2007); Baker, Litov, Wackter and Wurgler (2004); Chen,
Hong, Jegadeesh, and Wermers (2000); Cohen, Polk and Silli (2010); Collins and Fabozzi (2000); Frey and Herbst
(2010); Kacperczyk and Seru (2007); Kacperczyk, Myers, Poterba, Shackelford, and Shoven (2001); Keswani and
Stolin (2008); Kosowski, Timermann, Wermers, and White (2006); Pomorski (2009); Sialm, and Zheng (2008);
Shumway, Szeter, and Yuan (2009); and Wermers (2000).
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examined individual fund characteristics and holdings and confirmed that a significant number of
funds outperformed, as did their top stock picks.4
The most compelling results were reported by Cohen, Polk and Silli (CPS, 2010), which are
reproduced in Figure 1. This graph reveals that a fund’s best idea stock, as measured by the
largest relative portfolio weight, generated an average risk-adjusted after-the-fact alpha of 6%.
What is more, the next best idea stocks also generated positive alphas. This demonstrates that it
is possible to build a superior stock portfolio.
Figure 1: Best Idea Stock Annual Alphas

6
5
4
Annual Alpha
3
2
1
0
-1
-2
-3
1 2 3 4 5 6 7 8 9 10 Last
Best Idea RankStock Rank in Portoliowo σ lower bound)
Based on Graph 3 in Cohen, Polk and Silli (2010). The graph shows, over the subsequent quarter, the average six-
factor adjusted annual alpha for the largest relative overweighted stock in a mutual fund portfolio, the next most
overweighted and so forth. Based on all active U.S. equity mutual funds 1991-2005.
CPS explore the source of these returns, but it is reasonable to conjecture that much of the return
is the result of BDIs (i.e., buy-side analysts and portfolio managers) taking positions opposite the
crowd. This conjecture could indicate that the investment team’s ability to accumulate superior
4
There is another research stream that shows truly active managers are able to earn superior returns. See Amihud
and Goyenko (2008); Brands, Brown, and Gallagher (2006); Cremers and Petajisto (2009); Kacperczyk, Sialm, and
Zheng (2005); and Wermers (2010).
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information about the stocks in which they invest is less important. It is difficult to untangle
these two return drivers. For now, we are left with the plausible supposition that emotionally
driven prices are the most important source of excess returns for fund managers.
Reconciling two stock-picking skill research streams
A better known conclusion from this line of research is that the average active equity mutual
fund earns a return that is less than or, at best, equal to the index return.5 That is, the average
fund earns a zero or negative alpha. This leads to the oft-stated conclusion that equity fund
managers lack stock-picking skill, just the opposite of the evidence I presented above.
One would think that professional investors, such as mutual funds, hedge funds and institutional
managers, would be BDIs. And indeed, the analysts within such organizations are most often
BDIs. But the further up one goes in the organization and the larger the fund, the more like the
crowd it becomes. This is because in order to grow assets under management, funds must attract
and retain emotional investors, which means catering to client emotions and taking on the
features of the crowd. As the fund grows in size, it increasingly invests in those stocks favored
by the crowd, since it is easier to attract and retain clients by investing in stocks to which clients
are emotionally attached. A fund might also mimic the index to lock in a past alpha or become a
closet indexer to avoid style drift and tracking error. Each of these represents a different way of
catering to investor emotions.
So, what may start out as a fund managed by BDIs taking positions opposite the crowd often
ends up morphing into something that is acceptable to the crowd. As argued by Berk and Green
(2004), such behavior is rational on the part of the fund, as revenues are based on assets under
5
See Bollen and Busse (2004); Brown and Goetzmann (1995); Carhart (1997); Elton, Gruber and Blake (1996);
Hendricks, Patel, and Zeckhauser (1991); Jensen (1968); Fama and French (2010), and Jones and Wermers (2011).
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management. Consistent with this argument, others have found that returns decline as funds
grow large.6
The combination of the many documented price distortions and the excess returns earned by
active equity mutual funds on their best idea stocks provides empirical support for basic principle
II. But many investors will find it more difficult to assimilate principle II than principle I, since
the emotional barrier of social validation must be overcome in order to build a successful BDI
portfolio.
III. Basic Principle III: Investment Risk is the Chance of Underperformance
The measures currently used within the investment industry to capture investment risk are really
mostly measures of emotion. In order to deal with what is really important, let’s redefine
investment risk as the chance of underperformance. The suggestion that investment risk be
measured as the chance of underperformance is intuitively appealing to many. In fact, this
measure of risk is widely used in a number of industries. For example, in industrial applications,
the risk of underperformance is measured by the probability that a component, unit or service
will fail. Natural and manmade disasters use such a measure of risk. In each situation, the focus
is on the chances that various final outcomes might occur. In general, the path to the outcome is
less important and has little influence on the measure of risk.
Earlier I reviewed the evidence regarding stock market volatility and argued that most volatility
stems from crowds overreacting to information. Indeed, almost no volatility can be explained by
changes in underlying economic fundamentals at the market and individual stock levels.
6
See Chen, Hong, Huang, and Kubik (2004); Han, Noe, and Rebello (2008); and Pollet and Wilson (2006).
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Volatility measures emotions, not necessarily investment risk. This is also true of other measures
of risk, such as downside standard deviation, maximum drawdown and downside capture.
But unfortunately, the investment industry has adopted this same volatility as a risk measure that,
rather than focusing on the final outcome, focuses on the bumpiness of the ride. A less bumpy
ride is thought to be less risky, regardless of the final outcome. This leads to the unintended
consequence of building portfolios that result in lower terminal wealth and, surprisingly, higher
risk. This happens because the industry mistakenly builds portfolios that minimize short-term
volatility relative to long-term returns, placing emotion at the very heart of the long-horizon
portfolio construction process. This approach is popular because it legitimizes the emotional
reaction of investors to short-term volatility.
Thus risk and volatility are frequently thought of as being interchangeable. However, focusing
on short-term volatility when building long horizon portfolios can have the unintended
consequence of actually increasing investment risk. Since risk is the chance of
underperformance, focusing on short-term volatility will often lead to investing in lower
expected return markets with little impact on long-term volatility.7 Lowering expected portfolio
return in an effort to reduce short-term volatility actually increases the chance of
underperformance, which means increasing risk.
A clear example of this is the comparison of long-term stock and bond returns. Stocks
dramatically outperform bonds over the long run. By investing in bonds rather than stocks, short-
term volatility is reduced at the expense of decreasing long-term wealth. Equating short-term
volatility with risk leads to inferior long horizon portfolios.
7
Higher return variance lowers an investment’s long-term compound return, but this impact is small compared to
the impact of investing in lower expected return markets.
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The cost of equating risk and emotional volatility can be seen in other areas as well. Many
investors pull out of the stock market when faced with heightened volatility. But research shows
this is exactly when they should remain in the market and even increase their stock holdings, as
subsequent returns are higher on average.8 It is also the case that many investors exit after
market declines only to miss the subsequent rebounds. Following the 2008 market crash,
investors withdrew billions of dollars from equity mutual funds during a period in which the
stock market more than doubled.
The end result is that investors frequently suffer the pain of losses without capturing the
subsequent gains. Several studies confirm that the typical equity mutual fund investor earns a
return substantially less than the fund return because of poorly timed movements in and out of
the fund. Again, these are the dangers of not carefully distinguishing emotions from risk and thus
allowing emotions to drive investment decisions.
Measuring underperformance
In order to measure investment risk, it is necessary to properly define underperformance.
Underperformance depends on both the time horizon of the investment and the goal of the
investor. For example, if the goal is to have $100,000 in two years, risk is measured as the
chance of ending up with less than $100,000 in two years. In this case, short-term volatility is an
important contributor to risk.
In those cases where there is no specific time horizon, the appropriate benchmark is the highest
expected return investment being considered. The actual return should approximate the expected
8
See French, Schwert, and Stambaugh (1987).
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return over long time periods, due to the law of large numbers. Most long-term investment
situations fall into the this category.
Note that short-term volatility plays an ever-smaller role as the time horizon lengthens. This is
because the short-term emotionally and economically driven price changes tend to offset one
another over the long run by means of time diversification. Markets experience about one third to
one quarter of the volatility over the long-term as compared to the short-term.
Sources of investment risk
Moving beyond emotions, the sources of investment risk are well known. At the micro level,
events such as default, company failure and company mistakes contribute to risk. Diversification
can mitigate these to a large extent. At the macro level, the economy and government policies
contribute to systematic risks. These risks are more difficult to address since they impact a large
number of industries and companies. These micro and macro risks are generally taken into
consideration by BDIs but are not necessarily well understood by the emotional crowd.
There is another risk component that actually grows over time, what I call foundational risk,
which is often overlooked. This is the risk of countrywide economic or stock market failure.
History reveals that this risk is real, with numerous economic and market failures occurring
though the centuries. Foundational risk increases over time, just as the risk of an earthquake
increases as the time period lengthens. One must account for this risk when making investment
decisions.
Behavioral science confirms that individuals either underestimate or overestimate foundational
risk. The probability of such an event happening is low (neither has happened in the U.S. during
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its 235+ year history), so many assume this probability to be zero, which of course it is not. On
the other hand, if a low-probability event has happened recently, individuals tend to overestimate
these risks. The recession of 2008, while not an economic or market failure, was a reminder that
such occurrences are possible even in a country as economically advanced as the U.S. So now
many investors overestimate this risk by building portfolios as if such failures are imminent. It
takes real discipline to properly estimate this risk in light of emotionally charged events like
2008.
I just described fundamental and foundational contributors to risk. But investors have a hard time
estimating the probabilities of such events and this is where emotions enter.9 The result is that
what is often referred to as risk is mostly emotions. Case in point is volatility, which in the short
run is almost all emotion and in the long run is mostly fundamental and foundational. The
emotional component of “risk” is either something that should be considered when building a
portfolio to meet short-term goals, is something that can be used to build a superior portfolio
(e.g. staying invested in the stock market when experiencing heightened volatility while others
are fleeing) or is something to largely ignore when building a long horizon portfolio. The bottom
line is that it is important to carefully distinguish between emotions and investment risk when
constructing portfolios.
Assimilating basic principle III
This principle is the most difficult for investors to assimilate. It involves redirecting the powerful
emotion of short-term loss aversion and acting contrary to the hard-wired need for social
9
Shefrin (2008) provides the first systematic analysis of how behavioral assumptions impact on prices, which leads
to a unified behavioral treatment of the pricing of equities, options, fixed income securities, and mean-variance
portfolios. Specifically he models the difference between market wide emotionally driven probabilities and true
probabilities and the resulting impact on prices.
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validation. For a number of investors, this may simply be too much to ask. But for others,
progress may be possible.
A first step is calling things as they are. Rather than labeling everything risk, be careful to
identify and separate that portion which is really emotion. There are risks that must be taken into
account when making investment decisions. But don’t muddy the water by carelessly lumping
emotions and investment risk together into a single number, as is the case for many currently
popular risk measures.
A flying analogy illustrates this separation process. All of us who fly have experienced
turbulence, which can range from unnerving to downright frightening. When asked about their
flights, many travelers will comment on the amount of turbulence they encountered. But we
know from years of FAA research that turbulence rarely causes injury or death. Instead, pilot
error and other human errors are the leading causes of plane crashes.
What if the FAA had listened to passengers to determine the risk of flying? Rather than
meticulously studying each accident and uncovering the true cause, the FAA would have spent
considerable time trying to reduce turbulence, as requested by passengers, thus missing the
critical role of human error in accidents. By focusing on short-term turbulence, they would have
actually made flying more dangerous. But they did not and as a result we have just experienced
the safest year in commercial flight since the dawn of the jet age.
We are not so fortunate in the investment industry. Rather than carefully separating risk from
emotions, the industry provides a mixed bag of risk measures that exacerbate the emotional
aspects of investing. So advisors, in allaying the fears of clients, find it necessary to disregard
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conventional wisdom. Thus they must confront both clients and the investment establishment in
order to successfully overcome the emotional challenges of successful investing.
Volatility and advisor/fund business risk
Short-term emotional volatility is potentially more of a problem for the advisor/fund than is
investment risk. Advisors and funds see revenues decline when client short-term investment
performance is poor, and in the extreme case, investors may leave to invest elsewhere. This is an
important reason why the industry lumps emotional risk into currently popular risk measures.
So when an advisor or fund states that an investment is risky, based on currently popular
measures, they are actually saying three distinctly different things:
1. There is considerable emotionally-charged volatility with this investment.

2. Because of this, there is substantial business risk for my firm.
3. Oh, by the way, there is some amount of investment risk.
Only investment risk matters for making decisions, particularly for long horizon portfolios. But
these three types of risk are emotionally interconnected and it requires considerable effort to pull
them apart. The first step is to correctly label each component: client emotional reaction to
volatility, advisor or fund business risk and investment risk.
IV. Implementing Behavioral Portfolio Management
Now that the three basic principles underlying BMP have been presented, let’s turn to the issue
of implementation. There are three key steps to implementing BPM: redirecting your emotions,
harnessing market emotions and mitigating the damage of client emotions on their portfolios.
The first and third steps must be accomplished in order to successfully implement the second
step. Many investment firms provide excellent materials to aid advisors in helping clients avoid
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emotional errors and improve the investment decision process. But beyond an inventory of
common emotional mistakes and antidotes, not much is available regarding how to harness
market emotions. This is an important omission. Emotion-harnessing portfolios are key to
earning superior returns. This section illustrates how to create them.
BPM-based asset allocation and portfolio construction
The standard approach to portfolio construction, as proposed by Markowitz (1952), is to
maximize return for a given level of volatility. This is often referred to as a risk-return analysis. I
argued earlier that the typical measure of risk – volatility – is really a measure of emotion. So
risk-return analyses are really emotion-return analyses. To avoid placing emotionally charged
volatility at the center of asset allocation, we need to sideline it to the greatest extent possible.
BPM-based asset allocation uses a personal endowment approach to portfolio construction.
Endowments are faced with the dual charge of providing an annual income stream to a university
or other institution as well as growing the portfolio over a long-term horizon. To a large extent,
endowment managers are insulated from the short-term performance pressures facing many other
investment managers. For this reason, they are able to construct the best portfolios for meeting
the dual charge of regular income and long-term growth. Endowment fund behavior provides the
basis for BPM-based asset allocation.
The first step is to divide the client portfolio into three buckets: short-term income and liquidity,
capital growth, and alternatives. The short-term bucket is invested in low- or no-volatility
securities that are sufficient to meet the client’s short-term needs with virtual certainty. This
removes volatility from conversations regarding this bucket.
Page 19
The capital growth bucket is built to maximize long-term wealth. Since the investment horizon is
long for this bucket, the focus should be on expected and excess returns. Endowment funds do
exactly this by overweighting the asset classes with the highest expected returns. Endowments
heavily weight equities, with very little invested in bonds.
A significant challenge is that investors have difficulty thinking long-term, as they are hardwired
for short-term loss aversion. Instead of a 30-year horizon, for example, they see a series of 30
one-year time frames or a series of 120 one-quarter time frames. In each period, they apply short-
term loss-aversion criteria. Investors have difficultly staying the course with high-return, volatile
investments such as stocks. Short-term loss aversion can undermine capital growth portfolio
performance, as it can lead to decisions based on current market volatility.
The obvious answer is to discuss investment performance infrequently, maybe once every 30
years. But regular meetings are an important part of client service, so the challenge is to talk to
clients without triggering the emotions associated with unavoidable market gyrations. Two
possible remedies are making investment performance a small part of the regular client meeting
and emphasizing the long-term nature of the capital-growth portfolio. Another is to phase in and
out of investments, so that a single price or total value does not become an anchor upon which
the client focuses.
The alternative bucket contains those investments that do not fit into the other two, such as
houses, favorite stocks, illiquid investments, jewelry and artwork. These are managed based on
the unique features of the assets and as directed by the client.
Page 20
The major benefits of breaking the portfolio into three buckets are sidelining volatility as an
issue and being able to construct each bucket to meet specific needs. Volatility, correlations and
other commonly used statistical measures, such as downside risk, play a diminished role in
BPM-based asset allocation and portfolio construction. Instead, expected and excess returns are
most important.
BPM-based fund selection: strategy, consistency and conviction
Once asset allocation decisions have been made, the next step is to select the funds in which to
invest. The most common criterion for selecting equity funds is past performance. Funds that
have performed well in the past feed on the emotional belief that they will perform well in the
future. In fact, the most popular fund-rating system, Morningstar’s star system, is based on 3-, 5-,
and 10-year past performance. There is a big problem, however: past performance is not
predictive of future performance. This has been confirmed by numerous statistical studies.10 The
fact that everyone in the industry continues to use past performance, in the face of overwhelming
evidence against its usefulness, is a testament to its powerful emotional appeal.
Counterproductive emotional habits are nearly impossible to break.
Rather than using past performance, BPM focuses on important manager behaviors: strategy,
consistency and conviction. Strategy is the way a fund goes about earning superior returns
through analysis, buying and selling. The strategy must be pursued consistently through time.
The fund will move about the investment universe (based on its asset class mandate) in order to
identify the most attractive securities in response to ever-changing economic and market
conditions. Finally, the fund should take high-conviction positions in its best investment ideas.
10
See Bollen and Busse (2004); Brown and Goetzmann (1995); Carhart (1997); Elton, Gruber and Blake (1996);
Hendricks, Patel, and Zeckhauser (1991); Jensen (1968); Fama and French (2010), and Jones and Wermers (2011).
Page 21
These fund behaviors can be objectively measured and used to identify best-performing funds
going forward.
My firm, AthenaInvest, has done this for about 3,000 U.S. and international active equity mutual
funds domiciled in the U.S. Average fund returns, since 1997, are reported in Figure 2, based on
our a priori diamond rating (DR). The two highest-rated fund groups, those with the highest
level of consistency and conviction, each outperformed the benchmark, while the two lowest-
rated fund groups each underperformed and the middle-rated funds generated benchmark-
equaling returns. The top diamond ratings are comprised of the most active funds, while the
bottom is made up of closet indexers. On average, there is a gain of 1% in annual performance
per diamond rating as we move from closet indexers to truly active managers. As Figure 2
demonstrates, active equity manager behavior is predictive of performance, while past
performance is not.
Figure 2: Average Subsequent Fund Returns

by Month Beginning Diamond Rating
12.0
9.7
10.0 9.2
8.0 7.7
8.0
6.8
6.1
6.0
4.0
2.0
0.0
DR1 DR2 DR3 DR4 DR5 Benchmark
Based on subsequent monthly returns for beginning of the month U.S. and international strategy identified,
Diamond Rated (DR) active equity mutual funds April 1997-March 2012. DR is based on strategy, consistency
and conviction, with DR5 being the highest on both scales and DR1 being the lowest. Fund returns are net of
automatically deducted fees. The benchmark is the MSCI All Country World Index. Data sources: AthenaInvest
and Thomson Reuters Financial.
Page 22
BPM-based stock selection: best ideas of the best managers
Earlier I presented evidence that the top picks of active equity mutual fund managers earned
superior returns. I argued that these were the result of fund managers (i.e., BDIs) taking high-
conviction positions in stocks that were mispriced due to emotion-driven price distortions. The
direct way to tap into these behaviorally driven returns is to develop an investment strategy and
manage a portfolio based on it, as active equity managers do. The evidence regarding individual
investing success is mixed, though it is compelling for a mutual fund’s best idea stocks.
Stock-selection skill can be captured by investing the best ideas of the best managers. The best
funds are those that are most strategy-consistent while at the same time taking high-conviction
positions – the DR4 and DR5 funds described above. The stocks most held by those top funds
are designated the best ideas of the best managers. The best idea results are reported in Figure 3.
The best idea stocks, based only on data available at the beginning of each month, generated an
ex post annual return that was 7.7% higher than the Russell 3000 index return (16.9% versus
9.2% from April 2003 to March 2013). The best-idea stock portfolio (made up of approximately
400 best ideas out of a DR universe of 5,000 stocks) represented the full range of market
capitalizations, justifying the Russell 3000 as the benchmark.
The 7.7% best-idea return advantage exceeds the 2% return advantage of the best funds (i.e. DR5
funds), indicating that even the best funds hold a large number of non-best-idea stocks. Part of
the difference is attributable to the average fund fees of 1.3%. But even accounting for these
fees, best-idea stocks clearly outperformed the rest of the stocks held by the fund (a result
confirmed by CSP). This is further evidence that fund managers are superior stock pickers
Page 23
compared to the average investor and that BDIs are able to take positions in stocks characterized
by emotionally driven price distortions.
Figure 3: Best Idea Stocks Performance

$60,000
$50,000 $47,720 (16.9%)
$40,000
$30,000
$24,018 (9.2%)
$20,000
Best Ideas
$10,000 Russ 3000
$0
Includes month beginning DR5 U.S. stocks for April 2003-March 2013, resulting in an average of roughly 400 U.S.
stocks being held out of the DR universe of approximately 5,000 U.S. stocks. Subsequent monthly returns are simple
averages across the stocks held. DR5 stocks are the best idea stocks of the best managers. Data sources:
AthenaInvest, Thomson Reuters Financial, and Lipper
It may seem puzzling that active equity managers are superior stock pickers on the one hand,
while on the other hand, they hold large numbers of non-best-idea stocks. The combination of
incentives and investor behavior explain this inconsistency. Funds are strongly encouraged to
grow, as they are paid a fee based on AUM. When they are small, it is easier for funds to hold
concentrated portfolios of best-idea stocks, but as they grow, it becomes harder to stick with
best-idea stocks. Many funds transition from BDI strategies to catering to investor emotions.
Berk and Green (2004) argue that this is rational profit-seeking behavior on the part of funds.
BPM-based market selection: Which strategies are investors rewarding?
It is well known that returns from being in the right market at the right time dramatically exceed
the returns from even the most successful stock-selection strategy. Along with investor’s short-
Page 24
term loss aversion, this explains why tactical market funds are so popular these days. Many of
these are based on short-term price momentum and mean reversion. These patterns tend to be
transitory in nature and thus are challenging to implement successfully. Another problem is that
they appeal to investor’s short-term loss aversion, so it may be hard to determine if they are
really generating superior returns or simply represent emotional catering.
When investors make cognitive errors that impact the market as a whole, the resulting price
distortions are often measureable and persistent. A key is to identify objective measures of these
distortions rather than relying on survey data, which is notoriously unreliable. One must
understand what investors are doing, rather than what they are they saying. One of the first such
measures was Baker and Wurgler’s (2006, 2007) sentiment index. The index is based on six
objective measures of investor sentiment, such as the closed-end fund discount. The index is
predictive of when small-capitalization stocks will outperform large-capitalization stocks and
vice versa. Baker and Wurgler find that the more pessimistic investors are, the better it is for
small stocks and the market as a whole. Investor optimism is a stock market return killer.
My firm has created two other measures of investor sentiment. Using the returns for each of the
10 U.S. and international equity strategies, we created a predictor of future U.S. and international
market returns, dubbed market barometers. Both barometers are based on recent relative strategy
return ranks versus long-term return ranks. Based on these comparisons, the U.S. and
international markets are each separately rated strong, normal or weak.
By combining the sentiment index with the U.S. and international market barometers, it is
possible to implement a global tactical model that trades among U.S. large-cap, U.S. small-cap
and international stocks, as well as cash. We have implemented the best markets methodology
Page 25
using a 100% investment in long or double-long S&P 500, Russell 2000, EAFE exchange-traded
funds or Treasury bills for cash investments.
Figure 4: Best Markets Performance Results

$120,000
$107,175 (26.8%)
$100,000
$80,000
$60,000 Best Markets

MSCI AC World
$40,000
$24,449 (9.4%)
$20,000
$0
Trades into a 100% single-long or double-long exchange-traded fund for the S&P 500, Russell 2000, or MSCI
EAFE or Treasury bills based on beginning-of-the-month U.S. and international strategy market barometers and
modified sentiment index. Returns since September 2010 are GIPS-complaint actuals, with prior returns back-
tested using the same month-beginning methodology as for the actual results. Data sources: AthenaInvest,
Thomson Reuters Financial, and Lipper
The 10-year best-market results are reported in Figure 4. The best-market portfolio yields a
17.4% return advantage over the MSCI AC World Index return (26.8% versus 9.4%). This
advantage is driven by being in the right market at the right time (of particular interest, it was
invested in cash during most of the 2007-2009 downturn) as well as the timely use of leverage
when behavioral measures signaled a strong market. As expected, the best-market return
advantage is more than twice that of the best-idea stock advantage (17.4% versus 7.7%). The
resulting portfolio is not traded very actively, by tactical standards, with a 100% trade every nine
months on average. This reflects the measurable and persistent market-wide investor behavior
currents being captured by these measures.
Page 26
A summary of the best funds, stocks, and markets results is presented in Figure 5 for April 2003
through March 2013. They demonstrate the advantage of focusing on behavioral factors when
constructing long-term portfolios. The return advantage grows from 6.9% by staying in the stock
market versus investing in Treasury Bills, increases another 0.9% by investing in the best (i.e.
truly active) equity mutual funds, another 7.5% by investing in the fund’s best-idea stocks and
another 9.9% by investing in the best markets.
Figure 5: Annual Returns for Behavioral Based Investments

30.0
26.8
25.0
20.0
16.9
15.0
8.5 9.4
10.0
5.0
1.6
0.0
T-bills S&P 500 Best Funds Best Stocks Best Markets
See footnotes in previous figures for more information on how each return is calculated. April 2003-March 2013.
Data sources: AthenaInvest, Thomson Reuters Financial and Lipper
Each of the return enhancements just discussed is based on currently available data that allow for
the measurement of persistent behavioral factors. This data can in turn be used to build superior
portfolios. The reward for harnessing these factors is worth the effort of redirecting your
emotions while mitigating the impact of client emotions on their portfolios. This is the ultimate
promise of behavioral portfolio management.
Page 27
V. Conclusions
I propose a model focusing on the behavioral aspects of financial markets in an attempt to help
make better investment decisions. Behavioral portfolio management’s (BPM) first basic
principle is that emotional crowds dominate the determination of both prices and volatility, with
fundamentals playing a small role. This means that more often than not prices reflect emotions
rather than underlying value, a consequence of arbitrage failing to keep prices in line with
fundamentals. As a result, price distortions are the rule rather than the exception, making it
possible for behavioral-data investors (BDIs) to build superior portfolios, the second basic
principle. I present evidence supporting these first two basic principles.
Volatility and risk are not synonymous. In the case of meeting short-term financial goals,
volatility is an important contributor to investment risk, as measured by the chance of
underperformance, the third basic principle. On the other hand, volatility plays a much less
important role when building long horizon portfolios. By focusing on short-term volatility when
building long horizon portfolios, the investor injects emotions into the portfolio construction
process. It is important to distinguish between emotions and investment risk so that the best
decisions can be made.
The bottom line is that building successful investment portfolios is straightforward but
emotionally difficult. Making decisions based on emotional crowd created price distortions and
ignoring short-term volatility when building long horizon portfolios presents significant
challenges for investment professionals. This is because such a strategy is forever going against
the crowd, thus depriving the client of social validation, and in turn asking them to set aside the
strong emotions associated with volatile prices. Consequently, it is necessary to mitigate the
Page 28
impact of client emotions. Emotion mitigation is a fact of life in the investment industry and both
advisors and investment managers should develop such skills. The goal is to be sensitive to the
emotional reactions of clients while minimizing the damage to their portfolios. Developing an
approach that keeps clients in their seats while building superior portfolios is important for
clients, advisors, and investment managers alike.
Page 29
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Behavioral Portfolio Management

First draft title: The Behavioral Market January 2013

*Professor Emeritus, Reiman School of Finance, Daniels College of Business, University of

Contact information: [email protected] (877) 430-5675 x100

Behavioral Portfolio Management (BPM) is presented as a superior way to make investment

Journal of Economic Literature Classification Codes: G12, G15, C82

Keywords: Behavioral Science, Behavioral Finance, behavioral investing, Modern Portfolio

hope to harness the pricing distortions created by widespread cognitive errors.

reaching levels not seen before nor since.

hold an index portfolio.

Introducing behavioral portfolio management

charged, 24-hour-news-cycle world is a challenge.

between these two investor groups.

BPM as an alternative to MPT

financial pricing process.

be taken into account when managing investment portfolios.

advantage relative to crowds into the foreseeable future.

I. Basic Principle I: Emotional Crowds Dominate Pricing

distortions are the rule rather than the exception.1

the importance of emotions in the price discovery process.

evidence that crowds dominate stock pricing.

Benartzi and Thaler (1993), however, provide an emotional explanation.

Shefrin (2010) provides an excellent aggregation of four behavioral finance summaries:

(2007). He also presents a comprehensive behavioral finance bibliography.

The ineffectiveness of arbitrage

Finally, Shefrin’s (2010) insightful observation is of interest:

“Finance is in the midst of a paradigm shift, from a neoclassical based framework to a

building an effective decision process for investing.

that the resulting distortions are measurable and persistent.

and persistent, building a portfolio benefiting from them is emotionally challenging.

funds outperformed, as did their top stock picks.4

is possible to build a superior stock portfolio.

Figure 1: Best Idea Stock Annual Alphas

Reconciling two stock-picking skill research streams

catering to investor emotions.

III. Basic Principle III: Investment Risk is the Chance of Underperformance

measured as the chance of underperformance is intuitively appealing to many. In fact, this

less important and has little influence on the measure of risk.

reaction of investors to short-term volatility.

consequence of actually increasing investment risk. Since risk is the chance of

underperformance, focusing on short-term volatility will often lead to investing in lower

return in an effort to reduce short-term volatility actually increases the chance of

underperformance, which means increasing risk.

volatility with risk leads to inferior long horizon portfolios.

stock market more than doubled.

allowing emotions to drive investment decisions.

In order to measure investment risk, it is necessary to properly define underperformance.

important contributor to risk.

situations fall into the this category.

Sources of investment risk

Behavioral science confirms that individuals either underestimate or overestimate foundational

Assimilating basic principle III

progress may be possible.

popular risk measures.

order to successfully overcome the emotional challenges of successful investing.

Volatility and advisor/fund business risk

measures, they are actually saying three distinctly different things:

1. There is considerable emotionally-charged volatility with this investment.

volatility, advisor or fund business risk and investment risk.