To increase understanding of the real world of the fund manager, the authors apply principles from emotional finance. They report their findings from analysing in-depth interviews of 52 traditional and quantitative-oriented equity managers. In particular, they examine the importance of storytelling in the managers' ability to act in the face of uncertainty. The nature of the fund managers' job requires them to cope with emotions that, particularly if denied, can threaten to overwhelm their thinking.

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• Business & Money

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