ECONOMÍA CONDUCTUAL Y LA ELECCIÓN DE UNIVERSIDADES: FACTORES QUE INFLUYEN EN LA DECISIÓN
DOI:
https://doi.org/10.37135/kai.03.14.09Keywords:
Economic behavior, heuristics, social influences, student perception, cognitive biasesAbstract
The dominant economic model, represented by the neoclassical synthesis, adopts the questionable premise that market choices are rational and with complete access to information, allowing the optimal decision to be made. This article seeks to provide a broader perspective through a review of the concepts and contributions of behavioral economics in the field of university choice, making special reference to the Ecuadorian case. It is highlighted that concepts such as heuristics, cognitive biases, or loss aversion and social influences provide a broader analytical framework to understand the behavioral factors that influence university choice in Ecuador.
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