The belief(at least mine until some time ago) that Behavioral Finance is a recently coined theory is only partly true. Even if the actual term was conceptualized recently, the essence can be traced way back in the seventeenth century in Confusion de Confusiones, the work of Joseph de la Vega. Also recognized as the father of Behavioral Finance, his work conforms, in a surprisingly similar way, to the recent research in the field of investor behavior. He gained his financial expertise from the...