Experimental Financial Behavioral Test: Evaluating the Performance Comparison of Common Stock Cost Models Affected by Fundamental Characteristics of Companies

In the new centuries, the science of psychology has been active in the field of economics and finance. Since the early 1920s, human relations have become one of the most important pillars of a person's work. The Society or company has received special attention.cost of equity capital is one of the most important and key tools in many financial and managerial decision making which is influenced by many factors. Implementation of valuation models involves calculating the cost of a company's ordinary shares. Because personality types explain managers' behavior. Attributes in managers have a significant relationship with their strengths and weaknesses.Therefore, the purpose of the present study is to A Comparative Evaluation of the Efficiency cost of equity capital Influenced by the personality types of managers. To achieve the purpose of the study, data of 87 sample companies were collected in 1397 and analyzed by descriptive analysis using data envelopment analysis and paired t-test. Gordon and Olson Junter growth models were used to compare performance.Considering the results of the tests and comparing the explanatory power and accuracy of each model, it can be said that the two models of Olson Junter and Gordon have good reliability and reliability at different levels of confidence and there is a significant difference between the two There are models. Based on the results, with increasing level of personality types considered in the research as a moderating variable, there is a strong relationship between the performance of ordinary stock cost models (Gordon and Olson Junter)