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Reasoning behind choices: rationality and social norms in the housing market behaviour of first-time buyers in the Czech Republic

Abstract The main objective of this paper is to draw attention to the influence of social norms on housing market behaviour. The research is based on an in-depth qualitative study of first-time buyers in the Czech Republic. We found systemic deviations from economically rational behaviour (as defined by mainstream housing economic theory) that stem from the influence of a dominant housing social norm about what constitutes the ‘right’ housing tenure. We show how the influence of a social norm constrains financial, pragmatic, utility- or investment-based considerations of Czech home-buyers. Sociology can thus significantly contribute to recent econometric research about sources of housing market instability.