Examining the effect of self-control on consumer preferences in the context of nudge and attraction of free: An experimental application

Behavioral economics argues that economics is related to the science of psychology, arguing that individuals are influenced by different variables when making decisions, and that individuals are not always able to exhibit rational behavior.In this direction, how individuals are affected by external factors when making decisions and what these effects are has been the subject of this research. In the study, it is aimed to reveal the effects of consumer spending self-control, which is thought to be effective on individuals' beverage preferences, nudges aimed at directing individuals to better and more beautiful with small touches, and the attraction of freebies, which individuals cannot resist, on beverage preference. As a result of the study, there was a statistically significant relationship between the beverage preferences of consumers and their consumer spending self-control levels, nudges, and the attraction of freebies, while no statistically significant relationship was found between nudging and consumer spending self-control. A statistically significant relationship was found between the attractiveness of free and consumer spending self-control.