HIGHER EDUCATION IN THE FRAMEWORK OF THE BEHAVIORAL ECONOMY OF GENERATION Z IN COLOMBIA EDUCACIÓN SUPERIOR EN EL MARCO DE LA ECONOMÍA DEL COMPORTAMIENTO DE LA GENERACIÓN Z EN COLOMBIA

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.

según variables del contexto y características personales del individuo como en el caso de la generación Z; reflexiones que han constituido el tema para el presente artículo cuyo objetivo es explorar las teorías y conceptos sobre la economía del comportamiento y la generación Z, con el fin de relacionarlos con la educación superior en materia de identificación de las carreras universitarias de mayor preferencia de parte de esta generación. La metodología aplicada tiene enfoque cualitativo-deductivo y cuantitativo dentro de una investigación exploratoria fundamentada en fuentes secundarias de información, relacionadas con la  In the matter of Psychology, behavioral economics retains the idealized model of homoeconomicus, called "Econo" by Thaler (2018, p.12) or humans that affects the rationality of financial markets seeking to characterize the optimal behavior and predict the actual behavior according to Thaler (2018), it is thus that human behavior in the neoclassical economic theory is the pillar of behavioral economics, according to the cited source.
It should be noted that it is required to explain the three most important concepts of behavioral economics, identified by Thaler (2018): • Overconfidence: there is the presumption that most men have of their own capabilities and adopt an attitude of overestimating their chances of success.
• Loss aversion: Fear of failure.
• Self-control: Called by Thaler "present bias" (2018, p.13), it underestimates the value in the future and highlights achievement in the present.
It is clear that psychology is a vital factor in political economy as a social science, according to Pareto, cited in Thaler (2018) Finally, it is worth mentioning that the main criticism of behavioral economics is that classical economic analysis has not understood or addressed human behavior in the right way, according to Chico (2019), since it has always assumed a rational and utility-maximizing agent, without taking into account his emotions in the decision-making process, according to Chico (2019).

Generation Z
According to Ohstrategy (2016) In accordance with the above, it is noteworthy that the next important generation for universities is Generation Z, the so-called Screenagers

METHODOLOGY
The objective of this article is to examine the theories on behavioral economics and Generation performing a task they like, before various external factors such as generating benefits to the community, the salary they will earn, or family influence, as stated by de la Hoz, et. al. (2019).
According to the cited source, the growth of the informal sector is a problem that must be faced, given that it has an impact on the unemployment of professionals; according to a study called "Labor Trends Report" of 2018, cited in de la Hoz, et. al. (2019), concluded that the majority of unemployed are business administrators, This is summarized in Figure 1, where the demand for highly specialized professionals continues to increase. Sectors such as commerce and construction are booming in the Colombian market, although the financial industry is the one that employs more professionals.
Specifically, according to Universia (2020) these are the careers that receive the most

CONCLUSIONS
The behavioral economics approach is new and rapidly multiplying, which gives rise to other research in this area relating the cognitive and social behavior of students to areas of knowledge.
Within this context of behavioral economics, psychology and human behavioral sciences acquire considerable importance.
The study of psychological and economic factors helps to better understand the educational reality in higher education institutions and to improve the thematic content in each area of knowledge.
Behavioral economics should be considered as a type of cutting-edge discipline that should be studied with the support of statistical databases of educational institutions.
It is important to point out that there are still questions regarding behavioral economics that should be gradually clarified through research in different contexts.
Behavioral economics, with its interdisciplinary characteristic, is an organized discipline that links classical economics with cognitive psychology and its diversity of approaches. According to the area of knowledge, the greatest participation is in Economics, Administration and Accounting by students, which in turn are the ones with the greatest participation in labor demand by the productive sector. pdf.