DURAES, Yuri Silveira et al. Why pay an academy and not attend?: An analysis from the perspective of economic psychology. Gerais, Rev. Interinst. Psicol. []. 2015, 8, 2, pp.385-398. ISSN 1983-8220.

In order to understand the decisionmaking process of individuals who hire the services of a fitness gym, but do not frequent same, this article analyzes growth in this sector and includes the behavioral changes observed during this process, while presenting results of previous related analyzes. After that a brief theoretical review of economic psychology and decision making is presented to support the preparation of the questionnaire and the interview applied to gym owners and clients. The primary data are then analyzed using an exploratory qualitative method and the results are presented according to the theories presented previously. The results reaffirm the irrational behavior of consumption as well as demonstrating the importance of emotional operators such as pleasure and pain, and the need for exclusive attention on the part of the client.

: Fitness gym; Health; Bounded rationality.

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