A neuroeconomia e a psicologia do consumidor como ferramentas de estudo na decisão do indivíduo na hora de comprar: uma aplicação da teoria da perspectiva

Abstract

This study aimed to analyze how people behave when exposed to decisionmaking involving input purchase choices in the light of the Perspective Theory for residents of the city of Fortaleza, in the state of Ceará. In addition, it aimed to analyze whether people tend to follow the Anchoring Effect, changing their choices, when a certain price, which we call anchor, is pre-defined in the act of elucidated question, tending the consumer to follow the average of this price already pre-fixed. As a descriptive research, three questionnaires were applied to individuals, the first with a data calibration, the second with a low anchor and another with a high anchor, structured and undisguised to residents of the city of Fortaleza - CE. The responses to questionnaires I, II and III showed that individuals responded to the Anchorage effect in decision-making, and showed when there is no security of a certain product or service as to the market price, an anchor value can change the final decision of individual purchase. The results corroborate the studies of the enunciators of the Perspective Theory, Kahneman and Tversky.