The article discusses how behavioral factors can impact investment decisions in the financial market. It explains the prospect theory by Kahneman and Tversky and reviews recent studies in this field. The paper highlights the benefits of considering behavioral finance in managing financial assets. It also explores various decision-making methods under uncertainty, such as market tracking and informational cascades. The role of behavioral finance in the current socio-economic environment is emphasized, along with recommendations for incorporating this theory into investment processes.