The change caused by status quo bias in consumer behavior: A study in Kırklareli province

Prejudices are inherent in human mind and serve as cognitive shortcuts that facilitate decision-making in complex or uncertain situations. Individuals with limited rationality tend to rely increasingly on these biases and shortcuts as the number of options they encounter grows. This thesis examines the concepts of status quo bias and consumption elucidates the factors that influence consumer behavior and investigates behavioral models. Specifically, it explores the impact of the status quo bias on decision-making, which hinders individuals from making rational choices, and explores the factors that consumers consider when succumbing to this bias. While acknowledging the positive contributions of the status quo throughout history, this research also uncovers the extent to which the status quo bias diverts individuals from rationality. The study conducted in the province of Kırklareli investigates the influence of the status quo bias on consumer behavior, employing a questionnaire administered to a randomly selected group of participants within the province. The effects of the dominance or absence of the status quo are compared and observed.