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La psicología como clave para las decisiones comerciales: Comprendiendo al consumidor y mejorando el marketing

Author

Listed:
  • Er Navas Maldonado
  • José Antonio Beltrán Enríquez
  • María Teresa Martínez Contreras

Abstract

El impacto de la psicología en las decisiones comerciales sucede en varios aspectos, como el comportamiento del consumidor, las estrategias de marketing, el comportamiento organizacional y las compras. En este artículo, brindamos una descripción general de cómo la psicología da forma a las decisiones comerciales destacando la importancia de integrar los conocimientos psicológicos en las operaciones comerciales; también enfatizamos la necesidad de realizar más investigaciones para mejorar nuestra comprensión de la intrincada relación entre la psicología y los negocios. En los últimos años, dos campos de estudio han ganado popularidad: el marketing y la psicología aplicada. El marketing se enfoca en brindar valor a los clientes y explora cómo la psicología humana influye en la toma de decisiones comerciales. Estos campos se complementan entre sí y se pueden utilizar para comprender e influir en el comportamiento del consumidor de manera eficiente. La investigación ha encontrado que las decisiones comerciales de las personas no siempre son racionales y, a menudo, están influenciadas por sesgos cognitivos, como la aversión a las pérdidas, los efectos de encuadre y el exceso de confianza. Como resultado, las personas toman decisiones no óptimas, como pagar de más por un seguro, realizar inversiones riesgosas y compras innecesarias o riesgosas. Los conocimientos psicológicos se pueden utilizar para comprender y predecir cómo los consumidores perciben, valoran y utilizan los comercializables, lo que puede ayudar a las empresas a diseñar estrategias de marketing efectivas.

Suggested Citation

  • Er Navas Maldonado & José Antonio Beltrán Enríquez & María Teresa Martínez Contreras, 2023. "La psicología como clave para las decisiones comerciales: Comprendiendo al consumidor y mejorando el marketing," Revista de Desarrollo Sustentable, Negocios, Emprendimiento y Educación RILDODS, Servicios Académicos Intercontinentales SL, issue 48, October.
    • Handle: RePEc:erv:rilcds:y:2023:i:48:05
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    References listed on IDEAS

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    1. Robert J. Shiller, 2015. "Irrational Exuberance," Economics Books, Princeton University Press, edition 3, number 10421.
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