Why do investors often make poor decisions? Investor behaviour doesn’t always stem from logic and reason, but can come from a place of emotion. Every investor should be aware that their investment decisions have both a financial and emotional consequence. Emotions can over-ride important factors in the investment decision process like rational reasoning, common-sense and logic (Fig. A). This is yet another reason that working with an advisor can help you make smart choices. In fact, those that have a relationship with their advisor over 15 years save nearly seven times more than those who manage their own financial plans. (Fig. B).