Analisando o processo de tomada de decisão de uma pequena Empresa de alimentação

Abstract

The action of deciding is part of the daily life of any person, including a micro and small entrepreneur. Experiences and information serve as instruments, acquired in everyday life, that are used by managers when they are in a situation of choice, and the brain is responsible for all information processing. Neurons from various brain areas are involved in decisionmaking about acting, in addition to participating in the circuits for reward, risk and conflict assessment. Under this context it was questioned, which cognitive models are used by the financial decision maker of a small food company. The raised hypothesis was that they are prone to manage their business on the basis of non-rational criteria, being subject to cognitive biases, such as intuition, judgment heuristics and their experiences. The choice of the research area was purposive because it was a familiar empirical field for the researcher, and because it was an investigative environment with its own peculiarities, the research method adopted was the case study. The data collection instrument used to promote a better understanding about the researched topic was a semi-structured interview script, leaving the research subject to delineate his / her thoughts without interruptions and in moments of deviations a small intervention. The data capture was carried out by notebook and single-note notes. The analytical treatment was based on the analysis of contente. Cognitive models materialize through behavioral biases, causing, in many instances, logical and at the same time comfortable impressions for the decision maker. At the time of decision making, mentally processed information tends to be automatic, instinctive, and involves little effort, glimpsing the individual to meet an immediate but non-pressing need based on past and stored events that have set themselves up as positive