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Cognitive biases in the decision-making process: evidence from the mass market industry
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Resumo(s)
In today's fast-paced world of mass industry, consumers increasingly make irrational and
impulsive decisions. The goal of this thesis is to analyze the interesting relationship between
cognitive biases and the decision-making process. Through a survey investigated the degree
of irrationality and the impact of cognitive biases in the purchasing process. The results show
a gap between the way consumers think about buying and the way they actually buy, showing
a strong propensity for bias and impulsive buying, but claiming to buy only on the basis of
rational factors.
Descrição
Palavras-chave
Cognitive biases Decision-making process Consumer behavior Mass market industry Impulsivity