JPMorgan is one of the big brokerages actively trying to make the tenets of behavioral finance applicable in its investment strategies. The U.S. behavioral group, part of the equity group, manages portfolios for retail clients, mutual funds, institutions and 401(k)s. It's part of a global effort that has similar products in Europe and Asia as well.

We recently spoke with Dennis Ruhl, chief investment officer of U.S. Behavioral Finance, to get his insights. Here is an edited version of that discussion.

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