| Summary: | The modern Theory of the estimated ones of the ample rationality, described Finances adopts in the Theory of Expected Utility (TUE), where the investor is avesso to the risk and looks for to welfare maximize its in rational way. This objective study to investigate the impact of the reflected effect on experienced and inexperienced investors in decisions of investments under risk in the financial market. The present work is descriptive involving the taking of decision under risk, with approach on the reflected effect. The research is qualitative-quantitative, the data is of primary source, gotten by means of the application of 500 questionnaires next toAssociation of the Analysts and Professionals of Investment of the Stock Market (APIMEC). The results of this study present indications of that the inexperienced investors more are affected by the reflected effect if compared with the experienced ones in decisions ofinvestments under risk. The investors had presented little episodes of rationality limited to the measure that take more decisions that if harmonize with the behavior of the economic agent defended by the Theory of Expected Utility (TUE). Concludes yourself with the study that as much the experienced investor as the inexperienced one nor always remains rationals in decisions of investment under risk.
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