O processo de tomada de decisão sob a ótica da economia comportamental: um estudo de caso no contexto do empreendedorismo feminino em Alagoas

Abstract

In Brazil there is a disparity between genders when it comes to entrepreneurship, emphasizing the economic and social difficulties that women face in management positions, being called the “weaker sex” because they experience different situations that demand their strength, contrary to what many people think, and determination to face everyday problems. The present work aims to analyze the behavior of women entrepreneurs regarding planned decision-making, in the light of Behavioral Economics. The complexity of the emotional, cognitive and rational aspects involved in the decision-making process has been the object of study in several areas of knowledge, with emphasis on Behavioral Economics, which seeks to understand the main aspects that affect the principle of rationality of decision makers. To achieve this, the research was carried out in three methodological stages. Initially, a bibliometric study was carried out to map the existing literature on the topic. Subsequently, a data survey was carried out using an online questionnaire, focusing on exploratory and descriptive analyses, with managers of companies in the state of Alagoas, containing questions about loss aversion, risk bias, commitment, lived experiences and support networks. To analyze the data, a logistic regression was carried out in order to identify variables that affect the propensity for planned decisionmaking on the part of entrepreneurs. The results showed that gender, age, income, education, children, level of commitment, loss aversion, framing effect and gender stereotype are significant variables in this model. It was found that females are 94.53 times more likely to respond positively to have programmed decisions than males. Furthermore, the research findings suggest that women entrepreneurs need expansion of public policies in Alagoas, especially with regard to gender stereotypes.