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Abstract


EVALUATION OF THE EFFECT OF GENDER ON PURCHASING DECISIONS FROM THE PERSPECTIVE OF BEHAVIORAL ECONOMICS

In the mainstream economics theory, consumers are pursuing their own interests and are rational in making decisions. In other words, human emotions are often not included. Contrary to the mainstream, behavioral economics have done much research by the help of psychology and many other studies, in these researches it analyzes the consumer's decision-making processes are not always rational and obtains interesting findings that contradict traditional economic theory. The reason why consumers cannot take rational decisions is that they have to act under the influence of many factors. For this reason, by introducing a new point of view to the science of economics, behavioral economics argues that consumers cannot take rational decisions and that consumer's decisions can only be limited rational. As is known, there are many factors that affect the consumer's purchasing process. We know that gender differences affect consumers' purchasing decisions differently as well as the factors that drive consumer from rationality to limited rationality and psychological, sociological, environmental factors affecting individual. In this study, the conditions that give rise to the concept of limited rationality together with behavioral economics and the historical process are mentioned, and also individual, social and psychological traps that prevent consumers from rationalizing are discussed. Finally, by the questionnaire conducted in the application part it is handled how gender differences in Van are reflected in purchasing decisions by consumers in the context of behavioral economics. By the questionnaire study which will be applied on Van province basis, the relation levels of the determined variable factors are revealed by the analysis result. The use of predominantly qualitative and quantitative research methods has been deemed appropriate in our research.



Keywords
Behavioral Economics, Consumer, Gender Difference



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