Your portfolio might end up in the cemetery due to self-attribution bias Your portfolio might end up in the cemetery due to self-attribution bias Behavioural finance is a burgeoning area in finance, and heuristics or biases are a component of it. In this post, we'll look at how self-attribution bias affects investors. Henil Shah / Monday, May 2, 2022 / Article rating: 4.8 Behavioural finance is a burgeoning area in finance, and heuristics or biases are a component of it. In this post, we'll look at how self-attribution bias affects investors.