<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932024000200278</article-id>
<article-id pub-id-type="doi">10.22267/rtend.242502.262</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[FINANZAS CONDUCTUALES Y FINANZAS CLÁSICAS, ¿TEORÍAS OPUESTAS O COMPLEMENTARIAS?]]></article-title>
<article-title xml:lang="en"><![CDATA[BEHAVIORAL FINANCE AND CLASSIC FINANCE, OPPOSITE OR COMPLEMENTARY THEORIES?]]></article-title>
<article-title xml:lang="pt"><![CDATA[FINANÇAS COMPORTAMENTAIS E FINANÇAS CLÁSSICAS, ¿TEORIAS OPOSTAS OU COMPLEMENTARES?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya Morales]]></surname>
<given-names><![CDATA[Alexa Juliana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ladino Villegas]]></surname>
<given-names><![CDATA[Yaneth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivera Quiguanás]]></surname>
<given-names><![CDATA[Valeria]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Quindío  ]]></institution>
<addr-line><![CDATA[Armenia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Quindío  ]]></institution>
<addr-line><![CDATA[Armenia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Quindío  ]]></institution>
<addr-line><![CDATA[Armenia ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>25</volume>
<numero>2</numero>
<fpage>278</fpage>
<lpage>301</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932024000200278&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932024000200278&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932024000200278&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En el campo de las finanzas se han realizado diversas aportaciones que estudian cómo los individuos toman decisiones de inversión, financiación, asignación de recursos y valoración de activos para el crecimiento de las organizaciones; sin embargo, se han generado dos enfoques que conciben el proceso de toma de decisiones desde varias perspectivas; por un lado, las finanzas clásicas señalan que los individuos están informados y se comportan de manera racional y maximizadora, mientras que, las finanzas conductuales explican el comportamiento del tomador de decisiones a partir de factores cognoscitivos y emocionales, señalando anomalías e ineficiencias en la información. El presente artículo reflexiona sobre las principales características de los enfoques en el proceso de toma de decisiones, que guíen un panorama del campo de conocimiento de las finanzas desde su visión tradicional hacia una más actual. La investigación es de enfoque cualitativo, de tipo descriptivo documental con método deductivo; como resultado se propone una postura complementaria entre los enfoques, considerando que la toma de decisiones es un proceso complejo que incluye el comportamiento del individuo y se aleja de la racionalidad, al ser influenciado consciente e inconscientemente por sentimientos, emociones, preferencias y limitaciones cognitivas en la comprensión de la información. JEL: D91; F65; G11; G40; G41]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In the field of finance there have been several contributions that study how individuals make investment, financing, resource allocation and asset valuation decisions for the growth of organizations; however, two approaches have been generated that conceive the decision-making process from various perspectives; on the one hand, classical finance points out that individuals are informed and behave in a rational and maximizing way, while behavioral finance explains the behavior of the decision-maker based on cognitive and emotional factors, pointing out anomalies and inefficiencies in the information. This article reflects on the main characteristics of the approaches in the decision-making process, which guide an overview of the field of knowledge of finance from its traditional vision to a more current one. The research is of qualitative approach, descriptive documentary type with deductive method; as a result, a complementary position between the approaches is proposed, considering that decision making is a complex process that includes the individual's behavior and moves away from rationality, being influenced consciously and unconsciously by feelings, emotions, preferences and cognitive limitations in the understanding of information. JEL: D91; F65; G11; G40; G41]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo No campo das finanças, há várias contribuições que estudam como os indivíduos tomam decisões de investimento, financiamento, alocação de recursos e avaliação de ativos para o crescimento das organizações; no entanto, foram geradas duas abordagens que concebem o processo de tomada de decisão sob várias perspectivas; por um lado, as finanças clássicas apontam que os indivíduos são informados e se comportam de forma racional e maximizadora, enquanto as finanças comportamentais explicam o comportamento do tomador de decisão com base em fatores cognitivos e emocionais, apontando anomalias e ineficiências nas informações. Este artigo reflete sobre as principais características das abordagens do processo decisório, orientando uma visão geral do campo de conhecimento das finanças, desde sua visão tradicional até uma mais contemporânea. A pesquisa é de abordagem qualitativa, do tipo documental descritiva com método dedutivo; como resultado, propõe-se uma posição complementar entre as abordagens, considerando que a tomada de decisão é um processo complexo que inclui o comportamento do indivíduo e se afasta da racionalidade, sendo influenciada consciente e inconscientemente por sentimentos, emoções, preferências e limitações cognitivas na compreensão das informações. JEL: D91; F65; G11; G40; G41]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comportamiento económico]]></kwd>
<kwd lng="es"><![CDATA[gestión financiera]]></kwd>
<kwd lng="es"><![CDATA[psicología]]></kwd>
<kwd lng="es"><![CDATA[racionalismo]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones.]]></kwd>
<kwd lng="en"><![CDATA[decision making]]></kwd>
<kwd lng="en"><![CDATA[economic behavior]]></kwd>
<kwd lng="en"><![CDATA[financial management]]></kwd>
<kwd lng="en"><![CDATA[psychology]]></kwd>
<kwd lng="en"><![CDATA[rationalism.]]></kwd>
<kwd lng="pt"><![CDATA[comportamento econômico]]></kwd>
<kwd lng="pt"><![CDATA[gestão financeira]]></kwd>
<kwd lng="pt"><![CDATA[psicologia]]></kwd>
<kwd lng="pt"><![CDATA[racionalidade]]></kwd>
<kwd lng="pt"><![CDATA[tomada de decisões.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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