Aired 06/05/10 Hersh Shefrin holds the Mario Belotti Chair in the Department of Finance at Santa Clara University's Leavey School of Business. Professor Shefrin is a pioneer of behavioral finance. He has published widely in the area and writes for both academics and practitioners. In 1999, Professor Shefrin’s book, Beyond Greed and Fear: Understanding Behavioral Finance and the Psychology of Investing, was published by Harvard Business School Press. BG&F is the first comprehensive treatment of behavioral finance written specifically for practitioners. In 2002, Oxford University Press, who assumed publication of the book, released an edition with a revised preface to reflect recent events and developments. BG&F was the top recommendation on the J.P. Morgan Private Banking 2003 Summer Reading List. The book is also used around the world as a textbook in courses in behavioral finance. The book is available for purchase through this website.