The Conceptual Perspective of the Subjective Norms Determinant of the Investors Decision-Making Behavior

Investors decision-making Behaviour defined as how the investors judge, predict, analyses and review the procedures for decision making, which includes investment psychology, information gathering, defining and understanding, research and analysis. In Investors Decision-making Behaviour, the Subjective Norms plays a crucial effect. Misunderstood personal characteristics within Investors Decision-making Behaviour may generate unrealistic or inaccurate outcomes. Unfortunately, the effect of personal context is nearly ignored in c literature. this paper argues on the interaction between the influence of Subjective Norms, so as to explain Investors Decision-making Behaviour. This proposition could improve understanding the Investors Decision-making Behaviour and help to resolve inconsistency of findings in the literature.Keywords: Investors decision-making Behaviour; Subjective Norms; Palestine stock market