2014-11-062014-11-062013-07-25MASCARENHAS, Daiana P. Pimenta. Uma análise do viés de aversão a perda e do significado do dinheiro em um grupo de investidores do mercado de capitais. 2013. 75 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Administração, Ciências Contábeis e Ciências Economicas (RG), Universidade Federal de Goiás, Goiânia, 2013.http://repositorio.bc.ufg.br/handle/ri/4268This work used concepts of Behavioral Finance, whose studies analyze attitudes, opinions, and activities related to the process of decision making of the individual investor, to study the behavior of individual investors goianienses. The overall goal was to determine what aspects loss aversion and the meaning that individuals attach to money are correlated with their socio-demographic characteristics. Data were collected through a questionnaire and their analysis was performed from econometric models. As the study results showed that the different socio-demographic characteristics, age and sex, show different meanings of money, such as achievement, power and prudence. Regarding the degree of loss aversion, we found that respondents who are more aggressive in their investments tend to be more cautious about money than those who are conservative.porAcesso abertoFinanças comportamentaisSignificado do dinheiroViés aversão à perdaBehavioral financeMoney meaningLoss aversion biasMonografia