Effects Stemming from Representativeness
Let’s begin with the De Bondt-Thaler winner-loser effect. De Bondt and Thaler (1985) argue that investors who rely on the representative-ness heuristic become overly pessimistic about past losers and overly optimistic about past winners, and that this instance of heuristic-driven bias causes prices to deviate from fundamental value. Specifically, past losers come to be undervalued and past winners come to be overvalued. But mispricing is not permanent; over time the mispricing corrects itself. Then losers will outperform the general, while winners will underperform.