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What is in a stock price?
Not only its fundamentals,
but also its image, a thing produced by
the investors' collective mind (the crowd)
that alters the perception of those fundamentals.
Price = fundamentals x image
That is why image is money.
How to use the image to value stocks?
Here is an approach :
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Behavioral stock pricing and stock images
http://perso.wanadoo.fr/pgreenfinch/