Cognitive biases are in the focus of attention of both marketing and finance, as they are highly influential in the decision-making process of consumers and investors. In proportion to this effect size, it is observed that the studies on this subject in the marketing and finance literature have increased in recent years.
In this study, it is aimed to analyze the studies published and indexed in two important international databases since 2015, the time period when cognitive biases started to come to the fore in the context of economy and business. Due to the importance of cognitive biases in economic decisions, within the scope of this study, thirteen different cognitive biases were examined from the perspectives of finance and marketing disciplines and scanned in two national and international databases (Web of Science and Scopus), and finally 313 articles were accessed within the framework of the limitations of the study.
As a result of the analyzes and bibliographic data visualization, it was determined that cognitive biases were studied more intensively in the field of finance compared to the field of marketing. Another important finding is that cognitive biases are mostly researched together with the "risk" phenomenon in both marketing and finance. That is, most of the studies on this subject have focused on revealing the relationship between the perceived risk in the decision-making phase and the cognitive biases that individuals have. In future studies, it is thought that evaluating different types of cognitive biases together with various variables may contribute to both marketing and finance literature.