Abstract
As the number of financial products is increasing in financial industry in Pakistan due to financial innovations, investors are being involved more and more in investing activities. So, financial advisors and managers are highly prioritized to explain behavioral biases. This paper examines the influence of rational decision-making process (identifying demand, searching information and evaluating alternatives), and demographic variables (age, gender, income and experience) on behavioral biases (overconfidence, herding, disposition, self-attribution and illusion of control) in Pakistan. Questionnaire technique is used to collect data from the sample of 150 investors in Lahore and Islamabad offices of Pakistan Stock Exchange. Structural equation modeling technique is used to investigate the relationship. It is found that irrational behaviors arise in searching information and evaluating alternatives. Age and experience have negative and significant relationship with herding and illusion of control biases.