Explaining the model of investors' emotional biases affecting stock price fluctuations in Tehran Stock ExchangeBy relying on the biases of Endowment, self-control, Optimism and Cognitive Dissonance

One of the most vital research programs of financial knowledge today, which is at the forefront of rejecting the theory of efficient markets, is financial behavior theory, which is the cause of joint efforts between financial sciences and social sciences and has deepened our knowledge of financial markets. Today's financial topics, which we are going to explain, describe and compare, are called financial behavior, which in simple terms is a pattern of thinking in which markets use patterns consisting of social sciences, psychology, finance and several other disciplines. They are studied, and in other words, economic agents are not rational in behavioral patterns contrary to neoclassical theories, but are normal either because of their preferences or because of cognitive biases. The purpose of this study is to design and explain a model for identifying behavioral factors affecting stock price fluctuations in the Tehran Stock Exchange. This research is applied in terms of purpose and in terms of working method is a type of survey research. The data of this research were analyzed using SmartPLS software. The results of the study showed that the emotional bias of short-sightedness, the emotional bias of optimism and the emotional bias of adaptation affect the fluctuations of stock prices of companies.