top of page
live off dividends banner 2 (1).png
  • Writer's pictureAlex Artenie

Your Greatest Enemy Is You - Behavioral Finance in Dividend Investing

Updated: 7 days ago

Behavioral Finance

It all began in the 1987 market crash, an event that sent waves of fear through the financial world. Investors were in panic, selling off their assets and desperate to cut the losses.

At the same time, in the picturesque town of Omaha, Nebraska, lived a man who would become known as one of the greatest investors in the world. Amidst the uncertainty and the chaos in the market, he was looking behind the red charts, daily trends, and shocking news. And so, he spotted an opportunity. He saw a beacon of consistent performance and persistent consumer loyalty—Coca-Cola.

As the years passed, the wisdom of his choice became increasingly apparent. Coca-Cola continued to grow, its dividends rising year after year like clockwork.

This man's name is Warren Buffett, and he still holds Coca-Cola stock today. His wise investment decision brings him $736 million in annual dividends.

You might be used to thinking that dividend investing strategies hold a unique allure of promising both capital appreciation and a steady stream of income. You might even hold all the tools you need to spot similar opportunities today.

But would you have the courage to buy that opportunity and hold your investments through the turbulences of a market crash?!

Buffett's story is a nice example of long-term investment strategies. However, a deeper look illustrates behavioral finance and the complex psychological challenges for investors that prevent them from maximizing returns.

It is not that simple to keep calm when everything seems to burn, believe me!

It is very important that you understand the psychological factors influencing your decisions. Hence, in this article, we will explore these various challenges, focusing on the impact of heuristics and behavioral biases on investor behavior. 

Before we get started, I invite you to join my dividend-investing community. That way, you will not miss any essential articles and will learn to become a better investor. You will also receive a FREE welcome bonus—a 10-step guide to financial freedom.

The Role of Heuristics in Dividend Investing 

First, it is important to understand what heuristics are and how they can impact dividend investors' overall returns, including yours.


Essentially, heuristics are mental shortcuts that simplify the decision-making process, especially when the information is complex. In the case of dividend investing, these shortcuts can sometimes significantly influence investor behavior, leading to suboptimal outcomes. 

Behavioral Finance and Heuristics in Investing

Investors can explore these mental shortcuts and biases that influence their dividends, such as the allure of stocks with high but unsustainable dividend yields and the patience required during volatile markets to maximize returns. 

Let's study some of them one by one.

The Representative Heuristic

The representative heuristic, for instance, might make an investor choose dividend stocks based solely on their history of consistent dividend payments, assuming that past performance will guarantee future results.

For instance, an investor who invested in banking firm US Bancorp in 2007 based on its 36 consistent years of dividend payments would have been in for a rude awakening the following year when the bank decided to cut dividends by 88%, leading to a 75% decline in share price


A very simple mistake you can make driven by representative bias is to mindlessly buy Dividend Aristocrats simply because of their track record and not doing any research about those companies.

The Availability Heuristic

The availability heuristic comes into play when investors overemphasize recent news or data, such as a recent spike in dividend payouts, without considering long-term trends. This can skew perception, causing investors to make decisions based on short-term fluctuations rather than sustainable growth.

A relevant example illustrating this behavior happened when Apple declared dividends for the first time back in 2012. This announcement was concerning for many investors as they thought this was the end of Apple's growth era, and the company stepped more into the value zone.

As a consequence, AAPL stock experienced significant volatility in 2012 and almost halved from its all-time high at that time. As we all know today, Apple is still very attractive and provides significant growth for its investors. Since its all-time high in 2012, the stock price has increased sevenfold until today.

Apple Stock Price Chart in 2012
Apple Stock Price Chart in 2012

Note: I built the above chart using TradingView, a globally leading platform for analyzing stock charts. I recommend you check it out using my affiliate link, as it will prove to be an excellent tool for analyzing your investment candidates.



Anchoring is a type of heuristic that occurs when investors fixate on an initial piece of information, such as the dividend yield at the time of their investment. This can impair decision-making by making investors reluctant to sell a stock even if the company's fundamentals have deteriorated simply because they are anchored to the yield they initially received.


A good example of this is Pharmacy Giant Walgreens, which has seen a challenging period in the last few years due to slowing sales. The company had previously announced a $1 billion cost-cutting program, but as margins continued to lag, the company decided to cut its dividend by 48% to $0.25/share, essentially leading to a $2 billion route on its market cap


Affection Heuristic

Have you ever bought a stock simply because you love the company and its products?

If yes, then you fell under the influence of the Affection Heuristic.

It is quite often that investors make decisions based on emotions rather than facts, without regard to the company's financial health or market position.

Tesla stock (TSLA) is probably the best-known example. People were buying the company even though it was non-profitable, and I bet they did not know that when buying. The stock was so much overvalued that it was non-sense from a rational point of view, but still, many investors were buying and buying.

You can check Tesla's P/E ratio chart, which I built using TradingView.

Tesla P/E Ratio
Tesla P/E Ratio reaching 1400 in 2021

Behavioral Biases and Their Impact on Dividend Decisions 


Like Heuristics, Behavioral Biases significantly shape dividend investing strategies, as they often skew investors' perceptions and decision-making abilities. A few behavioral biases include confirmation bias, loss aversion, and overconfidence. 

Let's have a closer look.


Confirmation Bias

Confirmation Bias is a phenomenon that leads investors to favor information that aligns with their existing beliefs, potentially ignoring warning signs about a company's deteriorating fundamentals.

Daniel Kahneman, a well-known psychologist and economist, said:

"We think, each of us, that we're much more rational than we are. And we think that we make our decisions because we have good reasons to make them. Even when it's the other way around. We believe in the reasons because we've already made the decision."

An example of such bias could be when an investor focuses only on positive news about a high-dividend-yielding stock like AT&T but overlooks challenges such as the huge investment required to upgrade the existing infrastructure, high debt load, and declining earnings that could impact future dividends


Loss Aversion

Loss Aversion occurs when investors fear realizing a loss on a potential stock, so they hold onto the stock for far longer than they should, hoping for an eventual rebound.


For instance, an investor who bought into food processing firm Archer-Daniels-Midland in 2022 at $95/share would have held onto it when the stock fell to $70/share a few months later.


However, this would have led to a deeper loss when the company disclosed internal financial control issues, which would have led to another 20% decline in the stock. 

I have been a victim of Loss Aversion several times. If you have been investing for at least a couple of years, I am sure you have as well. If not, I bet you will.


Overconfidence Bias

Overconfidence can prompt investors to disproportionately invest in high-dividend-yielding stocks like Ford, assuming these stocks are less risky without adequately assessing the company’s cyclical earnings nature

F stock earnings
Ford Earnings 2019 - 2023 illustrating huge differences from year to year

Overall, these biases can lead to an overconcentration in seemingly attractive high-dividend-yielding stocks, neglect the importance of a well-rounded evaluation of financial health and market position, and potentially undermine the long-term success of a dividend investment strategy.

Disposition Bias

This refers to investors' tendency to sell assets that have increased in value while keeping assets that have dropped in value, often to avoid realizing a loss. This can prevent investors from cutting their losses on poor investments and can skew the portfolio toward underperformers.

Below is a nice (I hope) summary of the four biases described.

Behavioral Biases in Dividend Investing


Mastering Patience and Discipline in Dividend Investing 


When you aim for long-term returns with dividend investing, it is essential to avoid psychological pitfalls such as recency bias or loss aversion. These biases can cloud judgment, making recent market downturns seem like predictions of future performance and ultimately leading to premature selling at a loss.


You must be patient, look beyond short-term volatility, and focus on your investments' long-term potential. 


Discipline reinforces this patience and can help you adhere to your investment thesis despite the allure of market trends or high-yielding yet risky dividend stocks.


Remember that it is his unwavering patience and discipline in adhering to a long-term investment strategy that has yielded significant returns for Warren Buffett (20x excluding dividends in 40 years). 


Emotional Resilience And Market Volatility 


Market volatility can significantly affect your emotions, mainly fear and greed, influencing your decisions on dividend investments.


Fear may cause you to sell stocks too early, missing future dividends and price increases. Greed might lead you to invest in high-yield stocks without proper research, risking your money on unstable companies.


So, building emotional resilience is key to handling market fluctuations. A strategy like cognitive reframing might help you see downturns as chances to buy quality stocks at lower prices, focusing on long-term goals over short-term market changes.


A good example is the 2008 financial crisis, where disciplined investors who avoided panic selling and bought dividend-paying stocks at low prices saw significant gains as the market rebounded. Staying calm and following investment principles can lead to success in volatile markets. 

I personally bought many stocks in 2020 during the pandemic sell-off. And guess what? It turned out to be my best investment year, with a +42% return!

Artenie popular Investor Etoro
My Etoro Portfolio Performance (username: Artenie)

By the way, you can check my trading activity on Etoro, where I hold one of my investments account as Popular Investor.


Conclusion to Succeed in Long-Term Dividend Investing 


To truly master dividend investing, you need to understand the significant role psychology plays in decision-making.


Shortcuts like heuristics and biases may simplify financial decisions but often mislead investors, resulting in overconfidence and confirmation bias, among other issues.


You must recognize and counteract these psychological obstacles by practicing patience, discipline, and emotional resilience amid market changes.


Success in dividend investing isn't just about financial expertise but also about managing the complex relationship between psychology and market dynamics. Investors who skillfully navigate these psychological challenges can attain sustained success. 

I hope this article was successful for you and will help you make better investment decisions. It is imperative that you educate yourself and learn about investing before putting your hard-earned money at risk. I recommend you to check out my book, Live Off Dividends, where I dive into more details and prepare the reader for the investment journey.


I wish you reach your Dividend Horizon,

Artenie Alexandru

FAQ About Behavioral Finance in Dividend Investing

What is Behavioral Finance?

Behavioral finance is a field that combines psychological theories with conventional economics and finance to explain why people make irrational financial decisions.

It seeks to understand and predict systematic financial market implications under the assumption that not all market participants are rational, have limited self-control, and are influenced by their own biases.

Unlike traditional finance, which operates under the assumption that markets are efficient and investors are rational actors always seeking to maximize their wealth, behavioral finance acknowledges that investors are human and subject to biases and errors in judgment.

Why Behavioral Finance is Important?

Behavioral finance is crucial because it offers insights into the complexities of financial markets and decision-making processes that traditional finance theories—based on the premise of rationality and market efficiency—often overlook.

Acknowledging that human emotions and cognitive biases can lead to irrational decisions provides a more comprehensive framework for understanding market movements, including bubbles and crashes.

Recognizing the impact of psychological biases on investment decisions can lead to the development of strategies that mitigate these biases. For example, understanding the impact of overconfidence can help investors avoid excessive trading, and awareness of loss aversion can prevent investors from holding onto losing investments too long.

Why Study Behavioral Finance?

Studying behavioral finance is valuable for several compelling reasons, both for individuals involved in the finance industry and for anyone making financial decisions in their personal lives.

Traditional financial theories often assume that markets are efficient and that all participants are rational, but these assumptions don't always hold. Behavioral finance offers a more nuanced understanding by considering how psychological factors, biases, and emotions influence investor behavior and, consequently, financial markets.

Disclosure: I hold long positions in some of the mentioned companies, and I do not intend to buy more in the next 72 hours.

Disclaimer: The information in this article and website is for informational purposes only and should not be considered investment advice. Make sure you perform your own research before putting your capital at risk.

190 views0 comments


bottom of page