Özet:

In the classical theory of economics, it is assumed that the rational man receives the rational black under all conditions. But people are influenced by internal and external factors when making their decisions. Internal and external factors prevent people from making rational decisions. In particular, psychological factors affecting our behavior cause individuals to react differently on the same thing during the day. Psychology science has increased its importance since the 19th century.Economic science is concerned with the economic choices of individuals. Psychology is concerned with the reasons for people’s choices and behaviors. Economics and psychology are interacting with each other because they study similar subjects. As a result of this interaction, behavioral economics appeared as a branch of science. Consumer behavior is one of the most fundamental tasks of the microeconomy. While the consumption theory and consumer behavior are explained; many simplifying assumptions are made, such as two goods, fixed income and price. In fact, consumer behavior is not so simple. The consumer only takes into account the price and does not prefer. There are many psychological factors, such as influence, conditioning and perception in the consumer decision-making process. Psychological factors that influence consumer behavior enter the field of interest of behavioral economics. Kahneman and Tversky have contributed to the theory of frameworking and scraping related to the consumer decision-making process. They say that the seller is advertising through the consumer. The output theory emphasizes that consumers are based on their past knowledge and experience when making decisions.

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