A Influência da autorregulação nas heurísticas e vieses utilizados no processo de tomada de decisão

Fábio Pimenta de Pádua Júnior, Pedro José Steiner Neto, Edson Melo da Silva Filho, Maximiliano Gonetecki de Oliveira
DOI: https://doi.org/10.21529/RECADM.2014026

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Entre as diferentes teorias heurísticas que visam explicar o processo decisório, este estudo explora a falácia do jogador e a teoria da mão-quente. O objetivo deste artigo é investigar a influência da autorregulação afetiva nas heurísticas e vieses utilizados no processo de tomada de decisão. Foram realizados dois experimentos. No primeiro, foi avaliado se os resultados anteriores de ganhos com ações de empresas afetavam a preferência dos consumidores pela compra ou venda dessas ações. Constatou-se diferença entre gêneros no processo decisório, com a ocorrência da falácia do jogador para a amostra masculina, mas não para a amostra feminina. O segundo experimento foi realizado com o intuito de verificar o papel da autorregulação nestas heurísticas. Após a indução de autorregulação, observou-se a ocorrência da falácia do jogador e o viés da mão quente em algumas condições, indicando alterações nas decisões tomadas pelos consumidores. A partir desses resultados, conclui-se que há uma influência significativa do estado afetivo nas tomadas de decisão e que as mulheres são menos suscetíveis à falácia do jogador do que os homens.


Palavras-chave

Autorregulação; tomada de decisão; falácia do jogador; teoria da mão quente

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