The effect of demographic differences on consumer behavior in the scope of behavioral economics: An application from Aydın province

It is seen that humans make irrational decisions while purchasing goods and services. In the behavioral economics perspective, the economic human has begun to be questioned. The economic human, in other words, the homoeconomicus; it is also researched in economic, social and psychological fields. In addition, it is observed that individuals engage in irrational behaviors under uncertainty and risk. In this study, purchase involvement and consumer involvement dimensions are evaluated with behavioral economics dimensions. Although irrational behaviors of humans in purchasing decisions are evaluated from various perspectives in the economics literature, compared to other studies, demographic factors are comprehensively discussed in this study. For this purpose, factor analysis, difference analysis and independence tests have been performed using SPPS 25 and AMOS 21 programs and the developed hypotheses have been tested. Within the scope of the study, face-to-face and online questionnaires method have been applied to 915 consumers in Aydın Province. The main finding from this study is that in the scope of behavioral economics, dimensions of purchase involvement and consumer involvement differ according to demographic factors. In this study, consumers' purchasing decisions, changes in their decisions and irrational behaviors within the framework of demographic factors are interpreted in detail in terms of purchase involvement and product involvement. For this reason, it is expected that the findings and suggestions obtained from the study will help business managers that produce goods and services. KEY WORDS: Behavioral economics approaches, Behavioral economics, Bounded rationality, Consumer ınvolvement, Expectancy theory, Purchase ınvolvement,