This paper investigates the impact of certain behavioral and psychological factors on financial investment decisions. The study of behavioral finance underlines the impact of psychological elements on financial markets progression. This paper will further explain how certain cognitive and emotional factors influence irrational decision making by people. Generally financial investors have very limited number of deviations from rational behavior. They lay emphasis on taking rational decisions which are focused on achieving the maximum amount of returns from their investments with a certain degree of bearable risk involvement. The behavioral finance paradigm suggests that financial decisions are largely influenced by emotional and cognitive factors.