THE FINANCE GHOST: The season to be wary

As we head into the Christmas season and with Black Friday behind us, the retailers on the JSE come into focus. With good reason: this is a vibrant sector filled with brands that most investors are familiar with.

Familiarity bias dictates that the average investor is going to be more interested in Mr Price than Sabvest or Omnia. Of course, getting rid of practically every cognitive bias is one of the best strategies for success in the market, as simply knowing a brand is no reason to invest in it. This isn’t the Loeries; this is investing and trading...

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