Aunt Martha left you 10,000 shares of XYZ Co.  Your advisor highlights that XYZ now comprises 25% of your investment holdings and you should diversify.  Do you hold them or sell them?   In our regular series, the Science of Investing, Greg Hubert of CFRA Business at Night and I discuss the resistance many investors have to selling.  Considerable research has been done to understand why investors hold onto investments when rationally they should not. In this Part 1 of a two part series, we talk about “Why is it so hard to sell?” Listen here.

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