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¿Cómo son los consumidores argentinos? Medición de la conformación del yo y comparación con otras culturas

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  • Gabriela Sirkis

Abstract

El estudio de la conformación del yo en función de las influencias culturales nos explica similitudes y diferencias entre grupos humanos de distintos países. Esta investigación, a partir del marco teórico desarrollado en su comienzo por Hofstede y ampliada por Triandis, Markus & Kitayama entre otros, toma a la escala de Singelis para medir la conformación del yo argentino y compararlo con el de otras naciones. El trabajo se enriquece indagando en las subculturas llegando a algunos resultados no intuitivos que abren caminos en la comprensión de los comportamientos de nuestra sociedad.

Suggested Citation

  • Gabriela Sirkis, 2018. "¿Cómo son los consumidores argentinos? Medición de la conformación del yo y comparación con otras culturas," CEMA Working Papers: Serie Documentos de Trabajo. 625, Universidad del CEMA.
    • Handle: RePEc:cem:doctra:625
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    References listed on IDEAS

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