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This study analyses heuristic factors affecting investor sentiment and investment decision-making in the Indian stock market. A quantitative approach is formulated with the questionnaire design for the collection of primary data regarding investor sentiment, representativeness heuristic bias, overconfidence and availability bias. The data are collected from the structured questionnaires from individual investors. The collected data were analysed using partial least square structural equation modelling to examine the relationship between the constructs: investor sentiment, representativeness heuristic bias, overconfidence and availability bias. This paper provides empirical insights into the association of heuristic factors that positively influence investor sentiment and investment decision-making. It encourages investors to make reasonable choices and to control and understand their risk. The study sheds light on the impact of investor sentiment on investment decision-making and its antecedent. It shows that investors depend on sentiment when making investment choices. Policymakers should provide consumers with knowledge and appreciation of the correct stock choice; various campaigns considering the different groups of investors will benefit decision-makers and institutional financial practitioners. This paper allows investors to pick the proper investment assistance to avoid making wrong decisions that arise as an outcome of the attitude of investors.