Using familiarity bias to get better return on investment

Familiarity bias is the scientific term to describe the effect ‘what you know is what you trust.’ Trust is the basis of investment decisions. This means familiarity bias is (mis) leading investors to take decisions that are in their comfort zone but not necessarily in their best interest. Here is how they can use familiarity bias to find new opportunities on the horizon and make better investment decisions.

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Sara Japenga

Sara Japenga
Sara Japenga is Regional business developer Europe and corporate partnerships at BiD Network Foundation. She previously worked with the BiD Network Foundation as Coordinator of the International Coaching Program and as a Senior Advisor for Uganda and Burundi.

Margriet van der Linden

Margriet van der Linden

Margriet van der Linden is a journalist and currently the Women’s Representative in the Netherlands delegation to the United National General Assembly 2014. Her statement to the UN was about sexual violence against women and girls. Prior to her role with the UN she was Editor-in-Chief at the women’s magazine Opzij. She previously also worked for several Dutch TV and radio shows.