The "Liking-Loving Tendency" causes investors to identify personally with their holdings. They ignore faults, favor associated things, and distort facts to maintain positive feelings. This emotional attachment leads them to rationalize bad news and hold deteriorating assets for too long, destroying capital.

Phenomena like bank runs or speculative bubbles are often rational responses to perceived common knowledge. People act not on an asset's fundamental value, but on their prediction of how others will act, who are in turn predicting others' actions. This creates self-fulfilling prophecies.

Charlie Munger, who considered himself in the top 5% at understanding incentives, admitted he underestimated their power his entire life. This highlights the pervasive and often hidden influence of reward systems on human behavior, which can override all other considerations.

Post-WWII, economists pursued mathematical rigor by modeling human behavior as perfectly rational (i.e., 'maximizing'). This was a convenient simplification for building models, not an accurate depiction of how people actually make decisions, which are often messy and imperfect.

Molly observed that extremely wealthy players reacted to losses with disproportionate fear and anger, despite the amounts being trivial to their net worth. This reveals that for high-achievers, losing triggers a deep-seated fear of losing control, making it a powerful psychological threat, not just a financial one.

Seemingly irrational financial behaviors, like extreme frugality, often stem from subconscious emotional wounds or innate personality traits rather than conscious logic. With up to 90% of brain function being non-conscious, we often can't explain our own financial motivations without deep introspection, as they are shaped by past experiences we don't consciously process.

The brain's tendency to create stories simplifies complex information but creates a powerful confirmation bias. As illustrated by a military example where a friendly tribe was nearly bombed, leaders who get trapped in their narrative will only see evidence that confirms it, ignoring critical data to the contrary.

In high-stakes acquisitions, the emotional desire to "win" and achieve kingmaker status often overrides financial discipline. Acquirers, driven by ego, blow past their own price limits, leading to massive overpayment and a high likelihood of the merger failing to create shareholder value.

Humans are heavily influenced by what others do, even when they consciously deny it. In a California study, homeowners' energy usage was most strongly predicted by their neighbors' habits. However, when surveyed, these same residents ranked social influence as the least important factor in their decisions, revealing a powerful disconnect between our perceived autonomy and actual behavior.