“…According to Lo (2004), advocates of EMH believe that market forces will bring prices back to normal and rational levels, which in turn implies that the impact of behavioral biases and the irrationality of investors are generally inconsequential and immaterial. Even though the concept of EMH, where market prices rationally incorporate information, is over 45 years old, various alternative ideas emerged as a result of the introduction of behavioral economics discipline arguing that markets and its participants are not rational but rather driven by other factors such as greed, fear and other behavioral biases.…”