Journal of Management and Business Solutions 3092-7226 4 Serial Number 17 2026 01 01 Motivating Factors of Individual Investors in a Bear Market Motivating Factors of Individual Investors in a Bear Market 1 15 10.61838/jmbs.223 EN Journal Article 2025 09 11 <p>The purpose of this study was to examine the motivating factors influencing individual investors in a bear market. Transactional data from 2,500 individual investors were collected from a major brokerage and technology company affiliated with the Tehran Stock Exchange over the period 2019–2021. Ultimately, data from 657 investors were extracted for analysis. The collected data were processed using Microsoft Excel and analyzed using EViews version 11. The results indicated that individual investors’ personality traits significantly affect their trading behavior in the Iranian stock market. Past trading performance also influences the trading behavior of individual investors in the Iranian stock market. Furthermore, stocks with specific characteristics affect the trading behavior of individual investors in the Iranian stock market, and gambling behavior significantly influences the trading behavior of individual investors in the Iranian stock market.</p> https://journalmbs.com/index.php/jmbs/article/download/223/178