Evaluating the Importance of Behavioral Finance in the Financial Marketing Area

Abstract

This chapter investigates the thesis in Turkey written in the field of behavioral finance. An important objective is to guide the relevant researchers who are missing in the fields in the literature. For this purpose, 60 theses written so far have been examined with bibliometric analysis method. The period range of these theses is 2003-2018. When Daniel Kahneman won the Nobel Prize in 2002, behavioral finance, which started to attract attention in our country, started to gain momentum especially in times of crisis when unexplained behaviors were explained by the concept of rational people. In addition, 49 of them consisted of master's degree and the remaining 11 were doctoral dissertations. State universities constitute a very large weight of the relevant universities. Studies on behavioral finance have been gathered under various topics. The most studied subject has “character traits of the investors”. This is followed by “investment in stocks” and “anomalies”.