The Media's Role in Fostering Knowledge of Financial Management: A Case of Pakistan Media's Role in Promoting Financial Management Knowledge

Main Article Content

Muhammad Awais
Ribbat Khan
Arslan Muhammad


This study investigates how behavioural biases affect how individual investors make investing decisions. Drawing upon the discipline of behavioral finance, which integrates psychological insights into financial decision-making, we investigate the presence and effects of various biases on investment behavior. The study aims to contribute to understand the factors thoroughly that shape individuals' investment choices and their subsequent financial outcomes. Using a mixed-methods approach, including surveys and interviews, we explore the prevalence and magnitude of biases for instance loss aversion, overconfidence, and framing effects among individual investors. By analyzing real-world investment decisions, we assess the influence of these biases on portfolio composition, trading frequency, and performance outcomes. According to the preliminary findings, behavioral biases play a significant role in shaping investment decisions. Overconfident investors prefer to trade more often, leading to higher transaction costs and lower returns. Loss aversion biases lead to suboptimal portfolio allocation, as investors disproportionately allocate funds to low-risk assets. Additionally, framing effects impact decision-making by altering risk perceptions and preferences. The study underscores the importance of recognizing and mitigating behavioral biases in investment decision-making. By raising awareness and providing insights into the specific biases influencing individual investors, this research offers valuable implications for financial education, regulatory policies, and investment advisory services. Ultimately, understanding the role of behavioral biases can contribute to more informed and rational investment decision-making, leading to improved financial outcomes for individual investors.

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How to Cite
Awais , M., Khan, R., & Muhammad, A. (2023). The Media’s Role in Fostering Knowledge of Financial Management: A Case of Pakistan: Media’s Role in Promoting Financial Management Knowledge. Journal of Workplace Behavior, 4(1), 51–67. Retrieved from
Author Biographies

Muhammad Awais , Foundation University Islamabad

Dr. Muhammad Awais has extensive Managerial and Academic experience. He is a Financial Consultant to many well reputed organizations. He has research publications in various national and international journals of repute and a number of research papers are under review. He has presented his research in several national and international conferences. He has completed his PhD in Finance from Iqra University Islamabad, MS in Finance from Mohammad Ali Jinnah University Islamabad, and BBA (Hons) in Finance from National University of Modern Languages Islamabad in the years 2018, 2013, and 2011 respectively. He is Associate Professor at Foundation University and Visiting Assistant Professor at various Universities of Pakistan. He has been teaching diversified courses in area of finance from undergraduate to post graduate levels in leading business schools of Pakistan. He has more than 4 years of professional and 8 years of academic experience in the capacity of University Teacher, Secretary and Editor of the Research Journal (FUJBE), Reviewer of Taylor and Francis. He has supervised various students of PhD, MS and MBA in their research thesis. His passion to contribute towards developing a better society through teaching brought him towards academia in 2014. He joined Foundation University as a Lecturer in 2015.

Ribbat Khan, National Defence University Islamabad

Ribbat Khan is a driven PhD scholar in leadership and management studies at the National Defence University, Pakistan. Her focus lies in exploring ways to foster the growth and development of Small and Medium Enterprises (SMEs). Recognized for her exceptional academic achievements, she is a recipient of the HEC’s Indigenous PhD Scholarship, funded by the Government of Pakistan. Miss Khan’s resolute commitment to academic excellence seeks to bridge the academic-industry divide, furnishing invaluable insights and pragmatic solutions to facilitate the advancement of SMEs.

Arslan Muhammad, Foundation University Islamabad

Mr. Muhammad Arslan has research interests in Fintech, Machine learning, Financial Time Series.  Currently, he works at the Faculty of Management Sciences, as a lecturer in Foundation University Islamabad, Pakistan.


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