“Exploring the effect of cognitive biases repeatedly applied as a marketing strategy on online consumer behavior”

Souza, Priscila Rodrigues de

http://hdl.handle.net/10400.26/48762

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Authors

Souza, Priscila Rodrigues de

Advisor(s)

Salomão, Miriam

Abstract(s)

As we wake up from the moment we sleep, our brain does not stop trying to find meaning in the information it receives, establishing connections between various elements to make decisions quickly. However, these connections do not mean having proper comprehension, thoughtful analysis, or rational decision-making. Sometimes, this represents that the brains have developed shortcuts, simplifications that could be biased, and basic cognitive habits over the course of evolution. The objective of this project was to explore these cognitive biases to gain insight into consumer behavior when brands stimulate consumers continuously for an extended period with the same cognitive biases as a marketing strategy. The methodology used to address the core question of this dissertation was a qualitative approach, utilizing data collected through a semi-structured interview. The results show that even when consumers are repeatedly exposed to the Anchoring and Confirmation biases, their decisions continue to be influenced by the biases. Regardless of framing bias, the research highlights the need for further analysis.