Análise de tomada de decisão no consumo de alimentos de estudantes universitários na perspectiva da neuroeconomia

Abstract

Neuroeconomics has manifested significant contribution to the investigation of human decision making. One of the fields of study is the perception of consumerism and its biological, cognitive and neuronal impulses that give rise to their behavior at the time of decision making. Therefore, The objective of this research was to analyze the eating behavior of university students at the Federal University of Sergipe (UFS) and the influences of socioeconomic aspects, foods preferences and the media (marketing) in the decision-making of students' food consumption. The methodology used was quanti-qualitative, through the collection of data on eating behaviors and socioeconomic aspects of (n=56) undergraduate (voluntary students) of the research. Marisinha for lhe Center for Amplie Social Science (CCSA); through a questionnaire prepared in Google Forms, the analysis being done through descriptive statistics and econometrics, using Excel to analyze statistical part and generate graphs and STATA Software. The analysis was with a population of gender 51.8% is Female(f) and 48.2% Male(m) in the present research, about 46.6%(26) of the participants consider themselves with normal weight, according to observation and Standard figures (BMI between 18.5 and 24.9), followed by 39.6%(22) who are overweight (BMI between 25 and 29.9) and 7.1%(4) obese (BMI over 30) and 7.1% (4) underweight (BMI < 18.5). In the analysis of eating habits, about 42.9% (24) of the university students in this study have a tendency to have a not-so-healthy habit, only 10.7% (6) of the individuals consider having a healthier eating habit. A total of 51.8% (29) would like to have an overweight body (Standard figures “4” and “5” ; BMI between 25 and 29.9), followed by 42.9% (24) normal weight (figures of Standard “3” and “2” ; BMI between 18.5 and 24.9), 3.6%(2) underweight (figures of Standard “1”; BMI < 18.5) and 1.8% (1) obesity (Standard “8” figures; BMI over 30). The probability of the year of birth was (P=0.3394), in the model who was born before 1999 (m=50.15%) and (f=53.18%) after the same year (m=83, 15%) and (f=84.78%), It was noticed that the probability of a student, regardless of gender, saying that he is influenced by advertising-marketing happened after year 1999. The results obtained show that: the quality and price of food were decisive for the decision-making of food consumption, the brand and status of food have a secondary role. Male students are more likely to eat fast and out of the house and the neuroeconomic approach helps to understand aspects of unconscious choice influenced by economic fetishes.