Joseph De La Vega wrote a book on the Amsterdam Stock Exchange in 1688 called Confusion de Confusiones.
Some of the behavioral insights written in his book are still valid hundreds of years later.Sample this investor behavior
Some people are always unhappy. If they have bought and the prices fall,they are unhappy because they bought; if the prices rise, they are unhappy because they did not buy more. If they have sold they are unhappy because they sold for less than they could have; if they did not buy or sell, they are unhappy because they did not do anything; if they receive a tip and they did not follow it, they are also unhappy. Everything produces unhappiness”