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Influencia de los Mecanismos Reguladores de las Emociones en la Toma de Decisión de Compra en Hombres: Un Estudio con Resonancia Magnética Funcional por Imagen

Influencia de los Mecanismos Reguladores de las Emociones en la Toma de Decisión de Compra en Hombres: Un Estudio con Resonancia Magnética Funcional por Imagen

          
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About the Book

Tesis Doctoral / Disertación del año 2012 en eltema Economía de las empresas - Marketing en línea y fuera de línea, Nota: SOBRESALIENTE CUM LAUDE, Universidad Complutense de Madrid, Materia: Neuromarketing, Idioma: Español, Resumen: El comportamiento del consumidor es uno de los campos del marketing que más interés ha suscitado entre los estudiosos de esta materia. Llegar a comprender las razones que impulsan al consumidor a comportarse de una forma en vez de otra es el principal camino para obtener la mayor eficiencia a la hora de establecer el mix de marketing de cualquier producto o servicio. Dentro del comportamiento del consumidor, el foco de este trabajo de investigación está centrado en el proceso de toma de decisión. ¿Qué razones llevan al consumidor a decantarse por una opción determinada desechando el resto? Esta pregunta, que parece simple, lleva décadas siendo investigada por un gran número de personalidades del marketing. En este largo periodo de estudio, los investigadores se han centrando principalmente en el denominado "componente racional" de la toma de decisiones. Según este enfoque, el consumidor, a la hora de valorar las distintas opciones, realiza un análisis de las mismas, eligiendo aquella cuyo valor final es el superior. Según esta visión tradicional, las emociones se consideran elementos externos que influyen de forma negativa en el análisis racional de las distintas opciones, atribuyendo más o menos valor a algún atributo del producto o servicio del que daría un consumidor que fuese capaz de "aislarse de las emociones". El propio Platón ya consideraba que las emociones constituían "obstáculos para la acción inteligente". Por ello, en un principio las teorías sobre esta materia consideraron que a la hora de tomar una decisión en lo que concierne al consumo, la posición correcta era la deliberación racional mediante un análisis y su posterior decisión. La presente investigación defiende la idea de que las emociones están presentes en la tota


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Product Details
  • ISBN-13: 9783656893769
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 248
  • Series Title: Spanish
  • Sub Title: Un Estudio con Resonancia Magnética Funcional por Imagen
  • Width: 148 mm
  • ISBN-10: 3656893764
  • Publisher Date: 05 Mar 2015
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 331 gr


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Influencia de los Mecanismos Reguladores de las Emociones en la Toma de Decisión de Compra en Hombres: Un Estudio con Resonancia Magnética Funcional por Imagen
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