“…After Mehra & Prescott (1985) paper on the ERP puzzle, many researchers presented their opinions on how to solve the ERP puzzle, including myopic loss aversion (Thaler & Benartzi, 1995), habit formation of investors (Campbell & Cochrane, 1999;Campbell, 1999) market segmentation theory (Mankiw & Zeldes, 1991), survival bias (Brown & Goetzmann, 1995), and disappointment aversion (Ang, Bekaert & Liu, 2005). Although there is substantial literature on the equity premium puzzle, only a few papers have examined it in emerging economies, but not in Pakistan (Shirvani, Stoyanov, Fabozzi & Rachev, 2020;Kim, 2021;DaSilva, Farka & Giannikos, 2019). Individual investors in emerging markets do not have the same expertise as developed economies (Claus & Thomas, 2001;Bonizzi, 2017).…”