O consumo a luz da neuroeconomia: um estudo de caso em Santana do Ipanema - Alagoas

Abstract

The present work aimed to problematize microeconomic aspects from a reflection about the understanding of consumption by the bias of Neuroeconomics. The cut-off for the development of this case study took place during an academic experience with consumer subjects from the urban area of Santana do Ipanema - Alagoas. Cautiously, it is known that Neuroeconomics is a relatively new instrument of analysis to understand the rationality of consumers in economic decision-making. Thus, it is understood that such human action allows new forms of sociability of the consumer subject, even if it seems a view of common sense, there is an interrelationship that is present in our life much more than we can imagine, since at all times we are forced to make decisions, from simple things to the most complex ones. Aiming to understand this paradigm in the decision-making process for consumption in the study area, we used a questionnaire with open and closed questions. To collect as many respondentes as possible, the initiative took place through the use of the Google Forms tool. From the data resulting from this sample, cataloged in 130 interviews, several factors were observed for decision making, but the behavior that caught our attention in economic decisions was implicated in terms of strategies adopted for sustainable consumption. Therefore, the challenge is to rethink new conscious ways of making economic consumption decisions in the semi-arid region of the State of Alagoas.