What Investors Really Want provide •Investors want bigger profits with lower risks. How our desire for free investment lunches can leave us with no lunches •Investors want to play and win. How our desire to win the investment game can turn us into losers •Investors want to save money for tomorrow and spend it today. How we struggle between spending too much and spending too little •Investors want status, respect, and social responsibility. How to know what's really important in life •Investors do not want to face financial losses. How to recognize and confront the regret that accompanies losses