Behavioral economics : implications of irrational behavior in marketing practices

Abstract

Behavioral economics have brought substantial changes in the way consumer’s behavior is understood. Consumers do not always follow rational patterns of behavior subsumable into classic economic theories. These behaviors, object of our study, have been a fundamental factor in the elaboration of the commercial strategy of many companies in the past few years. The objective of this thesis is to analyze the interrelation between these phenomena and some of the most extended practices in marketing.