Zeinab Rezaei - Department of Accounting ,Shoush Branch , Islamic Azad University , Shoosh , Iran

Behavioral finance models often rely on a concept of individual investors who are prone to judgment and decision-making errors.there are relatively low-cos Measures to help investors make better choices and make the market more efficient. These Involve regulations, investment education, and perhaps some efforts to standardize mutual Fund advertising. Moreover,a case can be make for regulations to protect foolish investors by Restricting their freedom of action of these that may prey upon them.In west economy literature, human entity is defined as a rational creature which decides under fully clear conditions. This perfect creature which is often referred as economic human is always successful on optimizing his interests and gathers all information which is influential in his options and decisions and creates an ideal opportunity which is not found in real world of many investors

financial-behavioral, efficient, market, rationality