In 1993, Richard Thaler, one of the main proponents of "behavioural finance", set up an investment advisory business (Fuller & Thaler Asset Management, https://www.fullerthaler.com/) that is supposed to invest using the "principles of behavioural finance". In a practical money management context, what are these "principles"? How are they applied to investment selection? How does the performance of "behavioural investing" compare to other strategies over the past thirty years? Note: US hedge funds report their holdings quarterly (13F filings). It is therefore possible to see what the fund is doing.