The theory of Behavior finance shows us the influence of emotions in the decision-taking-process. Because of various reasons, we use rules that are not always rationally sound.

Myers and Briggs have elaborated the psychology of Jung into a psychological model that describe different personality types. These types give insight in which different people have different preferences. For example, the differences in the way they consume information (through concrete observation or through intuition).

"Everybody has thoughts and feelings but some pay more attention to their thoughts than to their feelings