A teoria econômica do casamento e do comportamento da noiva

Abstract

The wedding industry and the events market in Brazil have grown significantly in recent years, highlighting the importance of this sector to the country's economy. In light of this scenario, this study aims to provide a literature review on the economic theory of marriage and the decision-making processes of brides, seeking to identify the elements and variables that, directly or indirectly, influence consumer behavior and guide the entire bridal purchasing journey. The purpose of this work is, therefore, to identify and understand the factors and motivations that characterize bride’s behavior, as well as to problematize the role and power of social media and digital marketing within the wedding industry. Through a thorough and detailed analysis of empirical studies related to the topic and a theoretical reflection on behavioral economics applied to consumption, this study raises some latent challenges regarding the applicability of knowledge from the fields of psychology and anthropology in economics studies on the behavior of agents. Although this is not an empirical study, and despite the limitations imposed by the scarcity of economic research on the marriage market, this work raises extremely important questions about the processes of choice of products and services typical of this market and brides' decision making, also suggesting a discussion on value theory and price awareness.