ASSESSING PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER DECISION-MAKING FROM A BEHAVIORAL ECONOMICS PERSPECTIVE

This article examines the influence of psychological and behavioral factors on consumer decision-making from the perspective of behavioral economics. Traditional economic theories generally assume that consumers make rational choices based on available information, personal preferences, and utility maximization. However, actual consumer behavior is frequently influenced by emotional responses, cognitive biases, social norms, and limited information-processing capabilities. The primary objective of this research is to identify major psychological determinants of consumer behavior and assess their implications for market efficiency and consumer welfare. The study employs a qualitative analytical approach based on a review of behavioral economics literature, comparative analysis, and conceptual interpretation. Particular attention is given to loss aversion, anchoring effects, mental accounting, present bias, and social influence. The analysis demonstrates how behavioral mechanisms can shape purchasing decisions, perceptions of value, and responses to marketing strategies. The article also proposes a conceptual framework linking psychological factors with consumer choice and discusses policy measures aimed at improving consumer decision-making. The findings provide theoretical implications for behavioral economic research and practical recommendations for businesses and policymakers seeking to promote transparent and informed consumer choices.