RT Journal Article SR Electronic T1 New Horizons of Behavioral Valuation JF The Journal of Private Equity FD Institutional Investor Journals SP jpe.2019.1.094 DO 10.3905/jpe.2019.1.094 A1 S. Yu. Bogatyrev YR 2019 UL https://pm-research.com/content/early/2019/10/09/jpe.2019.1.094.abstract AB The study described in this article seeks to solve the problem of investment decisions in the current environment, where investor irrationality comes to the front and blinds traditional classical analytical tools. During the post-crisis period it becomes a problem not only for Russian valuation analysts but globally as well. The present study uses behavioral finance methodology to solve this problem. To illustrate the solution, we used the discounted cash flow valuation techniques on a huge amount of on-sale Russian businesses and then applied quantitative financial solution methods to process the multiple results.TOPICS: Private equity, factor-based models, developed marketsKey Findings• The article provides its reader with a strict, consistent and interconnected analytical instruments to measure how sentiments have an influence on prices and lead to different interpretations of risks and returns in behavioral finance theories.• The reader can take away from the methodology described in the article how sentiment is reflected in the stochastic discount factor.• After reading the article the reader has the illustrated on a particular M&A market methods of implementation of the stochastic discount factor-based behavioral pricing theory.