Publication: Emociones y género en el proceso de toma de decisiones de compra. Estudio realizado con resonancia magnética funcional
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2017-01-18
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Universidad Complutense de Madrid
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Abstract
El paradigma de la elección ha sido durante años objeto de estudio por parte de múltiples disciplinas, como la psicología y la economía. La forma en que los individuos se decantan por una u otra opción de entre todas las disponibles, ha despertado durante siglos la curiosidad científica de todos aquellos interesados en entender el comportamiento humano. Numerosos investigadores y múltiples enfoques, han hecho de la toma de decisiones una materia rica, extensa y diversa (Buchanann & ÓConnell, 2006). ! ! Desde los tiempos de Platón, hasta bien entrado el siglo XX, las teorías sobre la toma de decisiones se debatieron entre un individuo puramente racional y calculador, cuyas decisiones servían al propósito de maximizar su utilidad (Elrod, et al., 2004) y un individuo más práctico, subjetivo y orientado a tomar atajos para hacer de decisiones complejas una tarea fácil (Kanheman & Tversky, 1984. Gigerenzer & Selten, 2002).! ! Es hasta la era moderna, cuando los avances tecnológicos, dan lugar a herramientas de exploración neurológica cada vez menos invasivas, más precisas y con mejor resolución (Goldstein, 2001. Roman, et al., 2010), que los estudiosos de la materia, se dan a la tarea de validar los hallazgos teóricos en este sentido.! ! En este contexto, se enmarca el Neuromarketing, que ayudado de herramientas neurológicas, pretende entender los mecanismos neurales que subyacen a complejos procesos del ser humano como la toma de decisiones, la memoria y las emociones con el propósito de dar una explicación más real a los diferentes fenómenos del marketing. (Hubert & Kenning, 2008. Morin, 2011)...
The phenomenon of choice has long been studied by multiple disciplines, such as psychology and economics. The reasons that underlie each of our choices have been de object of many studies that conform the theoretical body of decision making. Without any doubt, a rich, extensive and diverse field. (Buchanann & O'Connell, 2006).! ! During centuries, most theories of choice were discussing about the rationality of decision making. Initially, theories believe in a man purely rational and assumed that decisions derived from an assessment of the future outcomes of various options and alternatives through some type of cost-benefit analyses. (Bechara, et al. 2004. Elrod, et al., 2004).! ! Overtime, the pure rationality theories were slowly dissolving and it appears theories based on a more practical man, oriented to take shortcuts in order to make complex decisions an easy task. (Kahneman & Tversky, 1984. Gigerenzer & Selten, 2002).! ! In the modern age, technological improvements made possible the access to advanced neurological tools, less invasive and more accurate (Roman, et al., 2010). This opportunity opened the door to the validation of topics before restricted to the theoretical field as the role of emotions on decision making.! ! As a result of those advances, emerging disciplines appear in order to explain its own phenomenons by using neuroscience tools. It is the case of Neuromarketing or consumer neuroscience, a sub-area of neuroeconomics, that employs methods originally used in brain research for investigating marketing problems. (Hubert & Kenning, 2008. Morin, 2011)...
The phenomenon of choice has long been studied by multiple disciplines, such as psychology and economics. The reasons that underlie each of our choices have been de object of many studies that conform the theoretical body of decision making. Without any doubt, a rich, extensive and diverse field. (Buchanann & O'Connell, 2006).! ! During centuries, most theories of choice were discussing about the rationality of decision making. Initially, theories believe in a man purely rational and assumed that decisions derived from an assessment of the future outcomes of various options and alternatives through some type of cost-benefit analyses. (Bechara, et al. 2004. Elrod, et al., 2004).! ! Overtime, the pure rationality theories were slowly dissolving and it appears theories based on a more practical man, oriented to take shortcuts in order to make complex decisions an easy task. (Kahneman & Tversky, 1984. Gigerenzer & Selten, 2002).! ! In the modern age, technological improvements made possible the access to advanced neurological tools, less invasive and more accurate (Roman, et al., 2010). This opportunity opened the door to the validation of topics before restricted to the theoretical field as the role of emotions on decision making.! ! As a result of those advances, emerging disciplines appear in order to explain its own phenomenons by using neuroscience tools. It is the case of Neuromarketing or consumer neuroscience, a sub-area of neuroeconomics, that employs methods originally used in brain research for investigating marketing problems. (Hubert & Kenning, 2008. Morin, 2011)...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, leída el 04-12-2015