Being an avid investor and a marketing professional I see this our behavioural biases is play every day. These biases are as a result of evolution.
The key here is evolution took millions of years to design human. The pace at which we were changing was slow. Since last 150 years or so the rate of change is unprecedented.
This is where disconnect happens. We no longer live in a society where we hunt and gather. Yet our preprogrammed instsict is based on these very conditions.
Thus what we are supposed to do based on the present situation is way different to how we react based on how we have evolved.