NOTE:  This post is part of an ongoing education series.  This     information is for educational purposes only.  This information does not     constitute investment advice.  No rational person would make    investment  decisions based on a blog post.  Please consult with your    financial  advisor before taking any action.  If you do need help with    your  investments contact us.
Some content and ideas are taken from the Center for Behavioral Finance.   The use of this content is not intended to be an endorsement of the  Center for Behavioral Finance or Allianz Global Investors.  It is used  as a framework to facilitate discussion on this important topic.
I am always a little worried when an investment company talks about  how to work with investors.  I always worry that they are focused on  selling product and not actually being helpful.  While I don't agree  with everything in this report from The Center for Behavioral Finance  some of the content is very useful.
TWO MINDS....
Kahneman uses the framework of “two minds” to describe the way people make decisions (Stanovich and West, 2000). Each   of us behaves as if we have an “intuitive” mind, which forms rapid   judgments with great ease and with no conscious input; “knowing” that a   new acquaintance is going to become a good friend on first meeting is   one such judgment. We often speak of intuitions as “what comes to  mind.”We also have a “reflective mind,” which is slow, analytical and   requires conscious effort. Financial advisors engage this mind when they   sit down with clients and calculate a retirement framework based on   their risk profile, current circumstances and future goals.
For this discussion the  Two Mind concept  kinda works when  describing some of the behaviors of investors.  First is this comment  about the "intuitive" mind.
At the core of many of these powerful but erroneous  intuitions is  people’s hyper-negative response to potential loss, or  “loss aversion,”  as described by Prospect Theory (Kahneman and Tversky, 1979). Simply put, losses loom larger than equal-sized gains.
I have seen this many times.  People will buy very bad and  complicated products just because they think it will keep them from  loosing money.  There are always risks with investing.  If you lower the  risk - you will likely lower the returns.  If someone tells you that  you can make high returns with very low risk be very careful.
This Warren Buffet quote show us the "reflective mind".
“Investors should remember that excitement and expenses  are their enemies. And if they insist on trying to time their  participation in equities, they should try to be fearful when others are  greedy and greedy only when others are fearful.”
One of the reason I like Index funds is that they take away some of the anxiety of when to buy and sell stocks.  The full length version of the  Behavioral report had this great study.
A separate study of transactions in 19 major  international stock markets produced equally salutary warnings against  the urge to beat the market by too frequently buying and selling  securities. Between 1973 and 2004, the average “penalty” for repeated  buying and selling as opposed to a buy-and-hold strategy in these  markets was 1.5 percent (Dichev, 2007).
The vast majority of investors lose money by trying to beat the  market.  It cannot be said enough times - use a buy and hold strategy  and use ultra low cost index funds.  If you don't know how to do this  you will be well served to hire a financial advisor.