A influência das heurísticas comportamentais na tomada de decisão.

Abstract

Behavioral finance seeks to understand the decisionmaking process of economic agents by linking psychological issues such as barriers of rationality that are characterized as behavioral heuristics that function as mental shortcuts usually responsible for irrationality in decision making as they make the situation less complex and lead to better decision making. , but not the expected optimal decision, as financial institution professionals act in the middle of investment decisions of other economic agents, the objective of this article is to understand what is the main behavioral bias in the decision making process of investments by financial institution professionals. cooperative finance. With nature of applied research and quantitative descriptive methodology will be elaborated questionnaires based on studies of authors of the area in search to reach the objective of the study and make it intelligible not only the academy, as well as the whole society. The results showed that “anchoring” in a given past to make a decision tends to be present in 7 out of 10 professionals in the field.