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Investor and decision making in the stock market

        Investors are cautious players with reference to the happenings around the company in concern. They weigh the possibilities of making more profit and incurring less loss. Natural, man made catastrophes, war, civil war, killings, death of the iconic figure, chairman views, founders allegations, economic and monetary policies of the governments, periodic financial statements of the companies like balance sheet, profit and loss account, financial indicators like earning per share, funds availability, loans, debt, bad debt, good will, fraud chartered accountants financial figures, awards, bullish market bearish market, recognition all in a way impact the decision making capability of the prospective investor.        What makes the investor to invest in the market and withdraw from the market even when a companies financial figures are good and most appealing?          Maximum an investor can loose in stock market is 100% of his investment (excluding charges and commission) an