Investors' trading activity can be driven by their awareness of relevant narratives discussed in the marketplace. Quantifying such narratives can assist in understanding market price dynamics. Listen to Ronnie Sadka - the senior associate dean for faculty, chairperson and professor of Finance, and the Haub Family Professor at the Carroll School of Management, Boston College - will review the basics of behavioral finance and explain how investors should think about these principles in the modern era with a focus on the link between viral narratives and asset prices.