The “knowing-doing gap” is well known among psychologists and easily recognized by all of us. Of course, the disease of knowing and not doing is more common. In my last book, I briefly hinted at how behavioral economics affects stock market pricing and creates financial anomalies. These anomalies wreak havoc on the “efficient market theory.” However, behavioral finance, a relatively new market term in financial services but not a new concept, can also play a significant role in determining our investing and planning personalities.