Higher education in the framework of the behavioral economy of generation Z in Colombia

Abstract

The behavioral economy studies the cognitive, emotional and social dimensions that are inherent to the behavior of the human being, its analysis and recent research indicate its importance in decision-making according to variables of the context and personal characteristics of the individual as in the case of the generation Z; reflections that have constituted the subject for this article whose objective is to explore the theories and concepts about behavioral economics and generation Z in order to relate them to higher education in terms of identifying the university careers most preferred by part of this generation. The applied methodology has a qualitative-deductive and quantitative approach within an exploratory research based on secondary sources of information related to behavioral economies, generation Z and areas of knowledge with greater participation in the population of university students, which analyzed and interpreted allowed to understand the results regarding the areas of knowledge with greater participation in the population of university students, currently considered as generation Z and as a general conclusion, it is important to note that this approach allows to lay the foundations for future research, teachers should strengthen their knowledge in technological applications and that the behavior of the current generation in terms of choosing a university career is related to the primary interest of achieving a job relationship.

Keywords

• Behavioral, cognitive, emotional, social, area of knowledge.