Economia comportamental e cartões de crédito: uma análise do impacto de vieses e heurísticas na decisão do consumidor.
Data
2023-07-04
Autores
Lima, Renata Freire de 
Orientadores
Araújo, Veneziano Castro de
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
A Economia Comportamental é um campo de estudo que analisa o processo de tomada de decisão dos indivíduos frente aos problemas econômicos. Dessa forma, a tomada de decisão não é analisada apenas sob o ponto de vista da Teoria Econômica Tradicional, mas também de diversos elementos da Psicologia e de outras Ciências Comportamentais, buscando entender como os fatores psicológicos, emocionais, e os cenários em que as decisões são tomadas são capazes de influenciar os indivíduos. Nesse sentido, a presente monografia busca analisar como a Economia Comportamental pode explicar decisões não racionais para utilização de cartões de crédito como meio de pagamento, buscando explorar a influência de vieses e heurísticas na decisão do consumidor. Para tal fim, o presente trabalho investigou através de pesquisa bibliográfica os principais conceitos da Economia Tradicional e Comportamental. Com base na pesquisa realizada, foram selecionadas heurísticas e vieses que explicam como esses aspectos podem influenciar os indivíduos a tomar decisões "não racionais" no que diz respeito ao uso desse tipo de crédito, sendo eles: efeito de ancoragem, confirmação, efeito manada, status quo, aversão à perda, dor de pagamento, contabilidade mental e viés do presente. Como objeto de estudo foi selecionado o Itaú Unibanco, devido a sua relevância no mercado de cartões, e sua posição como maior banco da América Latina, sendo um bom representante das tendências de mercado. Através da pesquisa realizada, foi possível compreender como os vieses citados influenciam os consumidores a utilizarem cartões de crédito como meio de pagamento, bem como analisar de que forma a empresa se utiliza desses atalhos mentais para fomentar a utilização desse meio de pagamento. Vale ressaltar que, embora o uso desses vieses possa trazer retornos financeiros para a empresa, também pode acarretar problemas sociais, como o endividamento financeiro das famílias, resultando em redução de patrimônio, comprometimento da renda com pagamento de juros e multas, além da redução do consumo futuro.
Behavioral Economics is a field of study that analyzes the decision-making process of individuals in the face of economic problems. In this way, decision-making is not only analyzed from the perspective of Traditional Economic Theory but also from various elements of Psychology and other Behavioral Sciences, seeking to understand how psychological and emotional factors, as well as the scenarios in which decisions are made, can influence individuals. In this sense, this thesis aims to analyze how Behavioral Economics can explain non-rational decisions regarding the use of credit cards as a means of payment, seeking to explore the influence of biases and heuristics on consumer decision-making. To this end, this study investigated the main concepts of Traditional and Behavioral Economics through literature research. Based on the research conducted, heuristics and biases were selected to explain how these aspects can influence individuals to make "non-rational" decisions regarding the use of this type of credit. These include anchoring effect, confirmation bias, herd mentality, status quo bias, loss aversion, pain of payment, mental accounting, and present bias. As the object of study, Itaú Unibanco was selected due to its relevance in the credit card market and its position as the largest bank in Latin America, making it a good representative of market trends. Through the research conducted, it was possible to understand how the mentioned biases influence consumers to use credit cards as a means of payment, as well as to analyze how the company utilizes these mental shortcuts to promote the use of this payment method. It is worth noting that, although the use of these biases may bring financial returns to the company, it can also lead to social problems such as financial indebtedness of families, resulting in a reduction of wealth, income commitment to interest and fines payment, and a decrease in future consumption.
Behavioral Economics is a field of study that analyzes the decision-making process of individuals in the face of economic problems. In this way, decision-making is not only analyzed from the perspective of Traditional Economic Theory but also from various elements of Psychology and other Behavioral Sciences, seeking to understand how psychological and emotional factors, as well as the scenarios in which decisions are made, can influence individuals. In this sense, this thesis aims to analyze how Behavioral Economics can explain non-rational decisions regarding the use of credit cards as a means of payment, seeking to explore the influence of biases and heuristics on consumer decision-making. To this end, this study investigated the main concepts of Traditional and Behavioral Economics through literature research. Based on the research conducted, heuristics and biases were selected to explain how these aspects can influence individuals to make "non-rational" decisions regarding the use of this type of credit. These include anchoring effect, confirmation bias, herd mentality, status quo bias, loss aversion, pain of payment, mental accounting, and present bias. As the object of study, Itaú Unibanco was selected due to its relevance in the credit card market and its position as the largest bank in Latin America, making it a good representative of market trends. Through the research conducted, it was possible to understand how the mentioned biases influence consumers to use credit cards as a means of payment, as well as to analyze how the company utilizes these mental shortcuts to promote the use of this payment method. It is worth noting that, although the use of these biases may bring financial returns to the company, it can also lead to social problems such as financial indebtedness of families, resulting in a reduction of wealth, income commitment to interest and fines payment, and a decrease in future consumption.
Descrição
Citação
LIMA, Renata Freire de. Economia comportamental e cartões de crédito: uma análise do impacto de vieses e heurísticas na decisão do consumidor. 2023. Trabalho de Conclusão de Curso (Bacharelado em Ciências Econômicas) - Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2023.