In a 1985 paper,
Hersh Shefrin and Meir Statman coined the term disposition effect and analyzed the psychology underlying its associated behavior. The starting point for Shefrin and Statman’s analysis is a 1978 article by Gary Schlarbaum, Wilbur Lewellen and Ronald Lease. Schlarbaum et al. noted the possibility that individual investors might exhibit “a disposition to sell the winners and ride the losers,” and wondered whether “what we observe is a psychological rather than an economic phenomenon.” They concluded that their data did not support the tendency for investors to sell their winners and ride their losers. Shefrin and Statman drew on the psychology literature to identify the characteristics of the disposition effect as a "psychological phenomenon." In doing so, they examined the evidence on disposition effect behavior that was available at the time, suggesting that the evidence did support the existence of the effect. Shefrin and Statman proposed that the psychological components that underlie the disposition effect consist of four elements: • loss aversion and aversion to accepting a sure loss as expressed by the value function and associated reference point in prospect theory • mental accounting relating to internal tracking of securities performance, relative to original purchase price • regret avoidance, relating to emotions of pride, regret, and responsibility for decision outcomes; and • self-control, relating to internal conflicts between thoughts and feelings about when to sell a position, and techniques (nudges) for managing such conflicts Shefrin and Statman argued that the psychology underlying the disposition effect combines all four elements, and that none of these alone would generate the full disposition effect. In particular, prospect theory does not explain the full disposition effect. Shefrin and Statman discussed the disposition effect in the context of tax-loss selling (in December). They pointed out that from a neoclassical perspective, disposition effect behavior can be suboptimal, or boundedly rational, relative to an optimal tax loss selling strategy. They emphasized that in December, as they focused on tax-loss selling, investors might reframe the decision problems they perceived themselves as facing. Consequently, disposition effect behavior might well be mitigated or reversed in December. Hence, having a predisposition to sell winners too early and hold losers too long does not imply that investors will behave in accordance with the disposition effect. The disposition effect is rooted in investors’ preferences, but need not be rooted in their beliefs. The combination of preferences and beliefs drives behavior, not preferences alone. This is why investors who are predisposed to exhibit the disposition effect might sell their losers when they panic. In this respect, consider that in prospect theory, any well-defined risky prospect in the domain of losses will have a certainty equivalent (that is itself, a loss). This means that accepting a certain loss that is less in absolute value than the certainty equivalent is preferable to facing the risky prospect. Accepting the risky loss is at odds with disposition effect behavior. Disposition effect behavior can generate positive emotions such as pride and negative emotions such as regret. These emotions can be regarded as components of realized utility, lying outside the neoclassical perspective that attaches utility only to monetary outcomes. Notably, regret is often compounded by having taken responsibility for the decision, and having to admit (to oneself) having made a mistake. A key aspect of this issue is that the pain of regret, or pleasure from pride, are generated when a mental account is closed. Closing an account alters the status of a gain or loss from being a paper gain or loss to being a realized gain or loss respectively. Some investors might be unhappy that they exhibit disposition effect behavior, but find it difficult to change that behavior. Such a situation gives rise to a self-control conflict. Shefrin and Statman discuss techniques to address self-control challenges. Some are nudges, that might arise from third parties such as financial advisors. An example would be the use of framing language such as “transfer your assets.” The transferring of assets from one mental account to another is a mental operation; and it might avoid the alternative mental operation of closing an account and experiencing the associated pain of regret. Another technique is a self-nudge, which consists of using stop-loss orders. Both of these techniques are designed to address what in his book The Art of Selling Intangibles, author Leroy Gross calls “getevenitis,” the desire to break even in order to avoid an outcome in the domain of losses. Notably, Shefrin and Statman hypothesized that because of competition, professional investors would be better able to use self-nudges than individual investors. ==Odean’s 1998 study==