Economia comportamental: um olhar crítico na decisão financeira do consumidor oriental e ocidental

Abstract

This paper explores the influence of behavioral economics on consumers' financial decisions through a comparative analysis of the two halves of the globe, East and West. The assumption that individuals are rational and fully conscious of their choices, supported by traditional economics, has been challenged by the strengthening of this study. The analysis of the interdisciplinary field, which combines elements of psychology and economics, highlights how human flaws have been able to intensify crises and market panics. Through a comprehensive and theoretical review of the literature, a series of cognitive, emotional, and cultural biases that affect financial decisions are identified, such as loss aversion, anchoring, herd behavior, and scarcity mindset. Strategies based on decision architecture design, nudge interventions, and personalized financial education are also analyzed. The study also examines how collectivism and individualism, cultural values, and the role of trust in financial institutions can alter how consumers respond to situations of risk and uncertainty. Understanding these principles, along with knowledge of regional influences, is key to helping consumers make more informed, rational decisions tailored to their cultural and economic context