Durable quality stocks should earn more with less risk because investors systematically overpay for lottery-like, volatile stocks. Haugen and Baker found that from 1990 to 2011 across 21 developed markets, the least volatile decile returned 8.7% a year while the most volatile lost 8.8%; in the US, 12% versus minus 7%. Goldman Sachs and BCA studies agree. Per Kahneman, people overweight improbable outcomes and underweight near-certain ones, leaving stable quality names underappreciated. x.com x.comÂ


