<b>PLANNED BEHAVIOUR AND INVESTOR PARTICIPATION ON THE STOCK MARKET. THE MEDIATING ROLE OF HEURISTIC BEHAVIOUR. EVIDENCE FROM THE UGANDA SECURITIES EXCHANGE.</b>

The purpose of the study is to investigate the mediating role of heuristic behaviour in the relationship between planned behaviour and investor participation on the stock market, thereby providing theoretical and policy implications. The study took a quantitative approach and cross-sectional research design using structured self-administered questionnaires. Data were obtained from 261 local investors on the Uganda Securities Exchange (USE) using simple random sampling. The data were analyzed using Statistical Package for the Social Sciences (SPSS Ver. 25).