A heurística da ancoragem e a tomada de decisão sob risco em investimentos imobiliários em Maceió – AL

Abstract

In our current society, changes in people's way of life are happening faster and faster, and there is an increasing need to observe and understand how human behavior directly influences the course of organizational dynamics. In the real estate market, the decision-making process can be complex and involve several stages, mainly in relation to the characteristics of the property and its value. The area of study focused on behavioral finance is a recent theoretical field whose main purpose is to investigate people's behavior and verify its influence on the decision-making process in risk situations. Based on this discussion, this work aims to investigate how the real estate market in the city of Maceió evaluates the risk factors that arise using the anchoring heuristic as a basis. The research was carried out based on the observation of the behavior of the real estate market from the application of questionnaires to a total of 45 brokers in the city of Maceió. The results showed that the effects of anchoring in real estate investments are relevant, but not extraordinary, also demonstrating that many are subject to the influence of anchors and triggering cognitive processes automatically. The study brought complementary contributions related to the anchoring heuristic, being a pillar for future studies to expand the research in the Brazilian territory.