Orghian, DianaCrisóstomo, Laura Medalho2024-11-142024-11-142024-11-04http://hdl.handle.net/10362/175224Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRMAs 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.engCognitive BiasBehavioral EconomicsInflationIrrationalityConsumer BehaviorSDG 4 - Quality educationSDG 8 - Decent work and economic growthmaster thesis203778286