Impact of Cognitive Dissonance Bias on Investors’ Decisions: Moderating Role of Emotional Intelligence

The aim of the study is to investigate the influence of cognitive dissonance bias on investors' decision-making, with an emphasis on the moderating effect of emotional intelligence. Cognitive and emotional stages may obstruct rational investment decision-making. This study provides empirical evidence demonstrating how cognitive dissonance bias affects an investor's ability to make emotionally informed decisions. The analysis is conducted using primary data. A questionnaire has been designed to collect data from the sample. Simple regression is used to test the direct relationship between cognitive dissonance and investor’s decision; for testing the moderation effect of emotional intelligence Hayes process model 1 is used. All the results of the study have been proved to be significant.