La clave delta del comportamiento de compra en el consumidor del siglo XXI
PDF

Palabras clave

Comportamiento del consumidor
proceso de compra
toma de decisiones
identidad social
oniomanía. Comportamiento del consumidor
Proceso de compra
toma de desiciones
identidad social
oniomanía

Resumen

Nuestro cerebro es una máquina fascinante. Es responsable de nuestros pensamientos, de la memoria, del lenguaje, además de controlar nuestras emociones. El cerebro es un órgano totalmente autónomo que se dedica a hacer predicciones y tomar decisiones. El cerebro sirve para la predicción del próximo paso que evite, en lo posible, el riesgo de morir. Es el responsable de la decisión final que nosotros como consumidores tomamos sobre uno u otro producto.

En una nueva realidad como la que vivimos hoy, llena de incertidumbre, de una competencia infinita, donde los clientes acceden a muchas ofertas de productos, servicios y precios similares, a decisiones cada vez más complejas, todo esto sumado, hace que el vendedor tenga que esforzarse más que en el pasado para poder vender y persuadirnos de que tiene algo que merece nuestro dinero, nuestro tiempo y como lo veremos, nuestra atención. Las emociones juegan un papel muy importante para la memoria tanto icónica como ecoica.

De lo anterior se desprende que, desde este punto de vista, lo social, nuestra capacidad de interacción con otros seres humanos y en general nuestra capacidad de convivencia, está íntimamente determinada por la evolución de nuestro sistema nervioso, especialmente de nuestra corteza pre frontal. Hay una diferencia a veces abismal entre lo que los clientes dicen y lo que realmente hacen. Y esto no quiere decir que todo lo que hemos usado para investigar a nuestros clientes no sea funcional, simplemente que hoy es limitado. Por eso debemos enfocarnosal estudio de la mente para conocer y comprender más de cercaaquello que lo estimula. En tanto seres humanos, somos razón y emoción o sentimientos, para sobrevivir con otros.
Este artículo abre una nueva dimensión sobre los pasos en el comportamiento de compra del consumidor de hoy, actualiza conceptos y brinda una guía complementaria a lo que la mayoría de los autores en mercadeo han denominado el comportamiento del consumidor

Our brain is a fascinating machine. It is responsible for our thoughts, memory, language, and controls our emotions. The brain is a fully autonomous body that works to make predictions and decisions. The brain serves to predict the next step to avoid, if possible, the risk of dying. It is responsible for the final decision that we as consumers make about either product.

In a new reality as we live in today, full of uncertainty, of infinite competition, where customers access many deals on products, services and similar prices, increasingly complex decisions, all this combined forces makes the seller has to do more than in the past to sell and persuade us that has something worth our money, our time and as we shall see, our attention. Emotions play a very important for both iconic and echoic memory paper.
From the above it follows that, from this point of view, social, our ability to interact with other human beings and overall our ability to live together, is closely determined by the evolution of our nervous system, especially in our prefrontal cortex. There is sometimes a significant difference between what customers say and what they actually do. And this does not mean that everything we used to investigate our customers is not functional, just that today is limited. So we must focus to the study of mind to know and understand more closely what stimulates. As human beings, we are reason and emotion or feelings, to survive with others. This article opens a new dimension on the steps in the buying behavior of consumers today, updated concepts and provides a complementary guide to what most authors have called marketing consumer behavior.

https://doi.org/10.18270/rt.v13i2.1883
PDF

Citas

AAKER, J.L. (1997). “Dimensions of Brand Personality”,

Journal of Marketing

Research, Vol. 34, August, pgs. 347-356.

ACEVES MAGDALENO, J. (1991), Psicología general;

Ed. Publicaciones Cruz; México

ADDIS, M. Y HOLBROOK, M.B. (2001). “On the

Conceptual Link between Mass Customisation and

Experiential Consumption: An Explosion of Subjectivity”,

Journal of Consumer Behaviour, Vol. 1, nº.

, pgs. 50-66.

AHEARNE, M.; BHATTACHARYA, C.B. Y GRUEN,

T. (2005). “Antecedents and Consequences of

Customer-Company

ALBRECHT, KARL (2006) Inteligencia social, la

nueva ciencia del éxito. Editorial vergara. España

maritza rojas de Gudiño. and Experience Management,

Bernd H. Schmitt and David Rogers, eds.

Northampton, MA: Edward Elgar. and Terrible Shopping

Experiences”, Journal of Business Research,

Vol. 58, nº. 8, pgs. 1132-1145.

ANDERSON, J.C. Y GERBING, D.W. (1988). “Structural

Equation Modelling in Practice: A Review and

Recommended TwoStep Approach”, Psychological

Bulletin, Vol. 103, nº. 3, pgs. 411-423.

ARELLANO CUEVA, R. (2002), Comportamiento del

consumidor: Enfoque América Latina; Ed. McGraw

Hill; México

ARNOLD, M.; KRISTY, E.R.; PONDER, N. Y LUEG,

J.E. (2005). “Customer Delight in a Retail Context:

Investigating Delightful

BABIN, B.J.; DARDEN, W.R. Y GRIFFIN, M. (1994).

“Work and/on Fun: Measuring Hedonic and Utilitarian

Shopping Value”,

BAGOZZI, R.P. Y YI, Y. (1988). “On the Evaluation

of Structural Equation Models”, Journal of

the Academy of Marketing Behaviour: How Apple

Makes You “Think Different”, Journal of Consumer

Research, Vol. 35, June, pgs. 21-35.

BHATTACHARYA, C.B. Y SEN, S. (2003).

“Consumer-Company Identification: A Framework

for Understanding Consumers’

BITNER, M.J.; BOOMS, B.H. Y TETREAULT, M.S.

(1990) “The Service Encounter:

Diagnosing Favorable and Unfavorable

BORGHINI, S.; DIAMOND, N.; KOZINETS, R.V.;

MCGRATH M.A.; MUÑIZ, A. Y

BRAKUS, J.J.; SCHMITT, B. Y ZARANTONELLO, L.

(2009). “Brand Experience: What is it? How is it

Measured? Does it Affect

BRAKUS, J.J.; SCHMITT, B. Y ZHANG, S. (2008).

“Experiential Attributes and Consumer Judgments”,

in Handbook on Brand Brandstores so Powerful?

Retail Brand Ideology at American Girl Place”,

Journal of Retailing, Vol. 85, nº. 3, pgs. 363-375.

BROWN, S.W.; COWLES, D.L. Y TUTEN, T.L. (2005).

“Service recovery: its value and limitations as a

retail strategy”,

BUTTERFIELD, L. (2009). “La experiencia como

revolución”, Mejores Marcas Españolas, pgs. 32-34,

Interbrand

CACIOPPO, J.T. Y PETTY, R.E. (1982). “The Need

for Cognition”, Journal ofPersonality and Social

Psychology, Vol. 42, nº.1,

CARÙ, A. Y COVA, B. (2003). “Revisiting Consumption

Experience: A More Humble but Complete

View of the Concept”, Marketing Theory, Vol. 3,

nº.2, pgs. 267-286.

CHURCHILL, G.A. (1979). “A Paradigm for Developing

Better Measures of Marketing Constructs”,

Journal of Marketing

CLAIRE CARVALLO, DAVID J. DUNLOP AND

ÖZDEN ÖZDEMIR (2005) Experimental comparison

of FORC and remanent Preisach diagrams., Volume

, Issue 3, pages 747–754, September 2005.

DITCHER, E. (1974), Manual de motivaciones de

la conducta; Ed. McGraw Hill; México

EAST, R.; HAMMOND, K. Y LOMAX, W. (2008).

“Measuring the Impact of Positive and Negative

Word of Mouth on Brand

EINWILLER, S.; FEDORIKHIN, A.; JHONSON, A.R.

Y KAMIS, M.A. (2006). “Enough is Enough! When

Identification no Longer Prevents Negative Corporate

Associations”, , Journal of the Academy of

Marketing Science, Vol. 34, nº. 2, pgs. 185-194.

Emotion in Consumer Behaviour”, Journal of

Consumer Research, Vol. 13, December, pgs.

-404. Failures and Recovery Efforts”, Journal of

Marketing, Vol. 66, pgs. 57-71.

FERBER, R. Y WALES, H, [COMPS.] (1960),

Motivaciones del consumo en el mercado; Ed.

Hispano-Europea; España.

FERNÁNDEZ SABIOTE, MARÍA ELENA DELGADO

BALLESTER, 2011 Marcas de experiencia: marcando

la diferenci a.

FERNÁNDEZ-SABIOTE, E. Y ROMÁN, S. (2001). “Organizational

Citizenship Behavior from the Service

Customer’s Perspective”, International Journal of

Market Research, Vol. 47, nº. 3, pgs. 317-336.

FITZSIMONS, G.M.; CHARTRAND, T. Y FITZSIMONS,

G.J. (2008). “Automatic Effects of Brand

FORNELL, C. Y LARCKER, D.F. (1981). “Evaluating

Structural Equation Models with Unobservable

Variables and

FOUCAULT, M. (1995), Historia de la sexualidad: la

voluntad de saber; Ed. Siglo XXI; España

FREUD, S. (1947), Esquema del psicoanálisis;

Ed. Paidós; Argentina Fun”, Journal of Consumer

Research, Vol. 9, September, pgs. 132-140.14

GALLIMBERTI, UMBERTO (2010). Diccionario de

psicología. Pearson p. 764. GONZALEZ RECUENCO,

JAVIER (2004), Personalización mas allá del crm y

el marketing relacional. • PEARSON; 1 ed. Colección.

GREWAL, D.; LEVY, M. Y KUMAR, V. (2009).

“Customer Experience Management inRetailing: An

Organizing Framework”,

HAIR, J.F.; ANDERSON, R.E.; TATHAM, R.L Y

BLACK, W.C. (1998). Multivariate Data Analysis, 5th

ed. Upper Saddle River,

HAVLENA, W. Y HOLBROOK, M.B. (1986).

“The Varieties of Consumption Experience: Comparing

Two Typologies of

HIGIE, R.A.; FEICK, L.F. Y PRICE, L.L. (1987). “Types

and Amount of Word-of-Mouth Communications

about Retailers”,

HIRSCHMAN, E.C. Y HOLBROOK, M.B. (1982).

“Hedonic Consumption: Emerging Concepts,

Methods and Propositions”,

HOLBROOK, M.B. (1999). Consumer Value. A

Framework for Analysis and Research, Londres:

Routledge.

HOLBROOK, M.B. (2000). “The Millennial

Consumer in the Texts of Our Times: Experience

and Entertainment”, Journal of

HOLBROOK, M.B. Y HIRSCHMAN, E.C. (1982).

“The Experiential Aspects of Consumption:

Consumer Fantasies, Feelings, and

HOLLENBECK, C.R. PETERS, C. Y ZINKHAN, G.M.

(2008). “Retails Spectacles and Brand Meaning:

Insights from a Brand

HOMBURG, C.; WIESEKE, J. Y HOYER, W.D. (2009).

“Social Identity and the Service- Profit Chain”,

Journal of Marketing, Vol.

HORNEY, K. (1973), Neurosis y madurez: la lucha

por la autorrealización; Ed. Psique; Argentina

HUBBARD J. I., LLINÁS R., y QUASTEL D. M. J

(1969): “Electrophysiological Analysis of synaptic

Transmission”.

HUBER, F.; HERRMANN, A. Y BRAUNSTEIN, C.

(2000). Testing the Metric Equivalence of Customer

Value: An Empirical Test across Germany and

Denmark, 2000 Multicultural Marketing Conference,

Academy of Marketing Science, Kowloon

Identification: Expanding the Role of Relationship

Marketing”, Journal of Applied Psychology,

Vol. 90, nº. 3, pgs. 574-585.Incidents”, Journal of

Marketing, Vol 54, nº 1, pgs. 71-84. Inferencing”,

Journal of Marketing Research, Vol. 42, November,

pgs. 458-469. Interdisciplinary Quarterly, Vol. 29,

nº. 4, pgs. 595-600. International Journal of Service

Industry Management, Vol. 7, nº5, pgs. 32-46.

JOHAR, G.; SENGUPTA, J, Y AAKER, J. (2005). “Two

Roads to Updating BrandPersonality Impressions:

Trait versus Evaluative

JÖRESKOG, K.G. Y SÖRBOM, D. (1996). User’s

Reference Guide, 2º ed. Chicago: Scientific Sowtfare

International Inc.

Journal of Consumer Research, Vol. 20, March, pgs.

-656. Journal of Marketing Research, Vol. 44,

February, pgs. 164-174. Journal of Marketing, Vol.

, Summer, pgs. 92-101.

Journal of Retailing, Vol. 63, pgs. 260-278. Journal of

Retailing, Vol. 85, pgs. 1-14.

KELLER, K.L. (1993). “Conceptualizing, Measuring,

and Managing Customer-based Brand Equity”,

Journal of Marketing, Vol. 57, January, pgs. 1-22.

KELLER, K.L. (2003). “Brand Synthesis: The Multidimensionality

of Brand Knowledge”, Journal of

Consumer Research: An

KELLER, K.L. Y LEHMANN, D.R. (2006). “Brands

and Branding: Research Findings and Future Priorities”,

Marketing Science,

KEY, WILSON B. (1989), Seducción subliminal, Ed.

Diana, México. KOTLER PHILIP (2010), Marketing

0, lid, 2010 isbn 9788483565391

LEON G. SCHIFFMAN, LESLIE LAZAR KANUK

(2010) Comportamiento del consumidor. Editorial

Pearson, 7ª edición.

LIPOVETSKY, G. (1990), La era del vacío; Ed.

Anagrama; España

LLINÁS, R (ed.): Neurobiology of Cerebellar

Evolution and Development. Chicago: Am. Med.

Association, 1969.

LLINÁS, R. y CHURCHLAND, P. S (1996) (Eds.):

The Mind-Brain Continuum. Cambridge: MIT.

LLINÁS, R. y SOTELO, C (eds.): The Cerebellum

Revisited, Nueva York: Springer- Verlag, 1992.

LLINÁS, R.: The Squid Giant Synapse. Oxford

University Press, 1999. Loyalty?”, Journal of Marketing,

Vol. 73, May, pgs. 52-68. Macromarketing, Vol.

, nº. 2, pgs. 178-192.

MATTSON, J. (1991). Better Business by the ABS of

Values, Lund: Studdenlitteratur.

MAXHAM, J.G. Y PESSEMIER, E.A. (2002). “A

Longitudinal Study of Complaining Customers’

Evaluations of Multiple Service

MCALLISTER, L. Y PESSEMIER, E.A. (1982).

“Variety Seeking Behaviour: An Interdisciplinary

Review”, Journal of Consumer Measurement

Error”, Journal of Marketing Research, Vol. 27,

February, pgs. 39-50.

MONROE, K.B. (1990). Princing: Making Profitable

Decisions, New York: McGraw-Hill (2º edition).

Museum Case Study”, Journal of Retailing, Vol. 84,

nº. 3, pgs. 334-353. NJ: Prentice Hall.

NORTH, ADRIAN C.; HARGREAVES, DAVID J.;

MCKENDRICK, JENNIFER. (1999) Journal of

Applied Psychology, Vol 84(2), Apr 1999, 271-276

NUNALLY, J.C. Y BERNSTEIN, I.H. (1994). Psychometric

Theory, 3rd ed. New York: McGraw-Hill.

OFIR, C. Y SIMONSON, I. (2007). “The Effect of Stating Expectations on Consumer Satisfaction and

Shopping Experience”,

OLIVER, R.L. (1993). “Cognitive, Affective, and

Attribute Bases of the Satisfaction Response”,

Journal of Consumer Research, Vol. 20, December,

pgs. 418-430.

OLIVER, R.L. (1997). Satisfaction: A Behavioral Perspective

on the Consumer, Boston: McGraw-Hill.

pgs. 116-131. pgs. 516-533.

PINE, J. II Y GILMORE, J. (1998). “Welcome to the

Experience Economy”, Harvard Business Review,

July-August, pgs. 98-

PINILLOS JOSÉ LUIS (1977). Principios de psicología.

Madrid, España: Alianza Universal. p. 503.

ISBN 84-206-2100-5.

PONSONBY-MCCABE, S. Y BOYLE, E. (2006).

“Understanding Brands as Experiential Spaces:

Axiological Implications for Marketing Strategists”,

Journal of Strategic Marketing, Vol. 14, nº. 2, pgs.

-189. Purchase Probability”, International Journal

of Research in Marketing, Vol. 25, nº. 3, pgs. 215-224.

Relationships with Companies”, Journal of Marketing,

Vol. 67, nº. 2, pgs. 76-88. Research, Vol. 16,

February, pgs. 64-73.

Research, Vol. 9, December, pgs. 311-322.

ROBBINS, S. (2004), Comportamiento organizacional;

Ed. Pearson/Prentice Hall; México

SAHUI MALDONADO, JOSÉ ALONZO (2008),

Influencia de los factores psicológicos en la

conducta del consumidor Tecsistecatl Vol. 1

Número 5, diciembre 2008 .

SANCHEZ, R. (2005). “Delimitación Conceptual y

Modelización del Valor para elConsumidor”, Tesis

Doctoral, Universidad de Almería.

SCHEMBRI, S. (2009). “Reframing Brand Experience”,

Journal of Business Research, Vol. 62, pgs.

-1310.

SCHMITT, B. (1999). “Experiential Marketing”,

Journal of Marketing Management, Vol. 15, pgs. 53-67.

SCHMITT, B. (2000). “Experiential Marketing”,

Deusto, Barcelona. Science, Vol. 16, nº. 1, pgs. 74-99.

SCOTT, S.G. Y LANE, V.R. (2000). “A Stakeholder

Approach to Organizational Identity”, The Academy

of Management Review, Vol. 25, nº. 1, pgs. 43-62.

SHERRY, J.F. (2009). “Why Are Themed

SHETH, J.N.; NEWMAN, B.I. Y GROSS, B.L. (1991).

Consumption Values and Market Choices. Theory

and Applications, Cincinnati: South-Western Publishing

Co.

STERIADE, M., JONES, E., y LLINÁS, R (Eds.):

Thalamic Oscillations and Signaling. John Wiley &

Sons, 1990.

SWAN, J.E. Y OLIVER, R.L. (1989). “Postpurchase

Communications by Consumers”, Journal of Retailing,

Vol. 65, Winter,

SWEENEY, J.C. Y SOUTAR, G.N. (2001). “Consumer

Perceived Value: The Development of a Multiple

Item Scale”, Journal of Retailing, Vol. 77, pgs.

-220. The influence of in-store music on wine

selections. Personalización: Más allá del CRM y el

marketing relacional. Madrid: Peason Educación.

TREVIÑO MARTÍNEZ, R. (2005), Publicidad: Comunicación

integral en marketing; Ed. Mcgraw Hill;

México

VERHOEF, P.; LEMON, K.; PARASURAMAN, A.;

ROGGEVEEN, A.; TSIROS, M. Y SCHELESINGER,

L.A. (2009). “Customer Experience

Creation: Determinants, Dynamics and Management

Strategies”, Journal of Retailing, Vol. 85, pgs.

-41. Vol. 25, nº. 6, pgs. 740-759.

WESTBROOK, R.A. (1987). “Product-Consumption

based Affective Responses and Postpurchase

Processes”, Journal of Marketing Research, Vol. 24,

August, pgs. 258- 271.

WOOLFOLK, ANITA (2006). Psicología Educativa

(Novena edición). Pearson Educación. p. 669.

Descargas

Los datos de descargas todavía no están disponibles.