• The household money effect is a behavioral finance concept that people take more risks when they win than they do otherwise.

  • The effect may be related to the perception that the investor has new money that did not belong to him.
  • There are many examples of this effect, but they all show a general lack of rigor.
  • The money house effect should not be confused with a predetermined, mathematically calculated strategy for increasing position size when higher than expected profit occurs.