CONTENTS
Abstract vii
List of Figures ix
List of Tables xi
Chapter 1 Introduction 1
1.1. Context Specific Strategy Usage 1
1.2. Changes in Strategies 5
1.3. Behavioral Finance 7
1.4. Methods for Capturing Cognitive Processes 11
Chapter 2 Spending Strategies 17
2.1. Behavioral Evaluation 17
2.2. Usage of Behavioral Data 23
Chapter 3 Saving Strategies 39
3.1. Saving Literature 39
3.2. Saving Concept (Study 1) 43
3.3. Saving Differences (Study 2) 50
3.4. Saving Solutions 55
Chapter 4 Investment Strategies I 59
4.1. Company Concept (Study 3) 61
4.2. Company Evaluation (Study 4) 65
4.3. Company Positioning (Study 5) 70
4.4. Company Characteristics 74

Chapter 5 Investment Strategies II 81
5.1. Performance Prediction 81
5.2. Company Selection in Different Environments
(Study 6) 93
5.3. Company Selection with Memory Costs 104
(Study 7) 104
5.4. Company Selection with Information Costs
(Study 8) 111
5.5. Process Modeling 119
Chapter 6 General Discussion 129
6.1. Characterizing Mental Processes 129
6.2. Financial Personality 131
6.3. Economic Evaluation 133
Acknowledgements 137
References 139
Appendix 163
Index 179