Abstract

FRAGA PEREIRA, Ohanna Larissa  and  MARTINELLI JUNIOR, Orlando. UMA APLICAÇÃO DA HEURÍSTICA DA ANCORAGEM E AJUSTAMENTO CONSIDERANDO DIFERENTES ESTRATOS SOCIOECONÔMICOS NO MUNICÍPIO DE FORTALEZA-CE. Estud. econ. [online]. 2021, vol.38, n.76, pp.123-145. ISSN 2525-1295.

The Behavioral Economics advances as an alternative to the mainstream economic approach, putting pressure on the agents’ limited rationality or leading the simplifying rules in decision making, as heuristics. The objective of this paper was to analyze the effects of anchoring and adjustment heuristics in the numbers of consumption items among socioeconomic strata of fortalezenses people. To this end, it carried out an empirical research with subsequent analysis in the statistical molds proposed by Jacowitz and Kahneman. The results indicate a great influence of the effect anchored in the decisions of these agents. The Lower Stratum was more influenced by the anchors of the Middle, which suffered greater influence from the Upper. It was concluded that socioeconomic stratification affected how numerical environments can be detected in consumption.

Keywords : anchoring and adjustment heuristic; socioeconomic stratification; consumer behavior.

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