Modeling Assets Pricing Using Behavioral Patterns; Fama-French Approach

Behavioral finance is a new issue raised by some financial intellectuals over the past two decades and has been quickly addressed by professors, experts, and students throughout the world. Investigating the factors affecting investment decisions is carried out in the field of behavioral finance; in other words, the focus of behavioral finance is on the specific charac-teristics of human behavior and applying them in asset pricing. Empirically, pricing models rarely include psychological factors, but the noticeable point is that nowadays, researchers have found behavioral factors influencing empirical asset pricing models that can manipulate returns on asset mispricing. Behavioral asset pricing is the result of applying behavioral finance theories within traditional asset pricing theories. Thus, despite the existence of many asset pricing models, due to their weaknesses and lack of comprehensiveness, as well as the necessity of reviewing behavioral factors, this study aims to model asset pricing through behavioral models. Using the data from 141 listed firms in Tehran Stock Exchange over the years 2008 to 2017 and multivariate regression, this study is an attempts to model asset pric-ing through employing behavioral models and Fama-French approach. Using Fama-French approach, the results showed that accounting information risk, investors’ trading behavior, and investors' sentiment have a direct and significant impact on asset pricing.