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The Impact of Perceived Inflation on Cognitive Bias and Irrational Reasoning
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Orientador(es)
Resumo(s)
As humans, we are prone to making irrational decisions, influenced by cognitive biases that
affect our everyday decisions, shaping our judgments and actions in ways that are often
difficult to recognize. Nevertheless, the field of behavioral economics enables us to identify
these biases and to develop strategies for making more rational decisions. In periods of
economic crises, conscious decision-making is even more important. Therefore, the objective
of this research is to provide an answer to the following question: Does the perceived effect
of Inflation influence consumers’ reasoning? To achieve this purpose, a survey was conducted
on a sample of 317 respondents. Each individual was questioned on the impact of inflation on
their lives, after which they were presented with multiple problems used in the literature to
uncover cognitive bias. The following cognitive biases were considered: mental accounting,
endowment effect and anchoring. The objective was to test whether individuals who
perceived that their lives had been affected by inflation exhibited distinct responses to the
problems presented, compared to those who had not.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Cognitive Bias Behavioral Economics Inflation Irrationality Consumer Behavior SDG 4 - Quality education SDG 8 - Decent work and economic growth