Objective:

to study the behavioral biases presence in 53 farmers in the municipality of Guasave, Sinaloa, Mexico, when deciding what to produce.

Methodology:

the exploratory study uses a qualitative and quantitative approaches combination.

Results:

it was found that most of them are responsible people, averse to risk, optimistic, that know their business, and prefer to remain unchanged; this causes that their choice is not the best.

Limitations:

the size of the population is not known due to the difficulty in accessing accurate, recent and official data related to the number of farmers in Sinaloa and its municipalities.

Value:

taking a first look to the influence of behavioral biases on the production decision.

Conclusions:

knowing the incidence of bias will be useful to the farmer in making production decisions, and these results can also be useful to formulate government policies aimed at supporting agriculture.

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