The consumer in the Context of Behavioral Economics

Iako posve samouvjeren da je donio ispravnu odluku, čovjek u procesu odlučivanja može pogriješiti. Bihevioralna ekonomija smatra da uzrok takvih pogrešaka treba predvidjeti, a zatim strukturirati okolinu kako bi se utjecalo na promjenu odluka. Bihevioralna ekonomija posjeduje znanja za previđanje takvih pogrešaka, nudi opsežna istraživanja te posjeduje konceptualne alate kojima nas može usmjeriti k donošenju boljih odluka. Kupovina stambenih nekretnina složen je proces, oni najiskusniji nailaze na novine u procesu kupovine, stoga neiskusan pojedinac nailazi na mnoge poteškoće uslijed čega pokušava složenu stvarnost pojednostaviti na već poznate obrasce. Uslijed procesa pojednostavljivanja pojedinac ponekad griješi, donosi nelogične i arbitrarne zaključke.Although completely confident that he has made the right decision, a man can make mistakes in the decision-making process. Behavioral economics believes that the cause of such errors needs to be anticipated and then the environment structured in order to influence change in decisions. Behavioral economics has the knowledge to anticipate such mistakes, offers extensive research, and has conceptual tools to guide us in making better decisions. Buying residential real estate is a complex process, the most experienced ones come across novelties in the buying process, so an inexperienced individual encounters many difficulties as a result of which he tries to simplify the complex reality to already known patterns. Due to the process of simplification, the individual sometimes makes mistakes, draws illogical and arbitrary conclusions