Özet:

This study attempted to investigate the impact of individual values on investor decision making. Questionnaire was the research instrument and 200 questionnaires were filled from the investors of the Lahore stock exchange. Individual values were selected from Rokeach’s value system. Dependability, tolerance, capability, self-realization and welfare values were used to measure individual values. Investor decision making was measured by risk tolerance level, needs and goals of investors. Regression technique was applied and correlation coefficient was found in the study. The study found the significant impact of individual values on investor decision making. Tolerance, self-realization and capability values had significant positive while dependability and welfare values were significant negatively related with risk tolerance level. Investor needs revealed significant negative relationship with dependability, selfrealization and welfare values and significant positive relationship with tolerance and dependability values. It also found significant negative relationship of dependability values and significant positive relationship of tolerance and welfare values with investor goals. Findings of the study concluded individual values as significant and important factors of investor decision making. The study is first of its nature in the sense that it examined the impact of individual values on investor decision making and highlight the need of understanding individual values for decision making. Keywords: Individual Values, Investor Decision Making, Lahore Stock Exchange, Rokeach’s Value System.

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