{"id":19473,"date":"2018-07-13T00:00:00","date_gmt":"2018-07-13T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/marketing-y-psicologia-la-paradoja-del-consumidor\/"},"modified":"2018-07-13T00:00:00","modified_gmt":"2018-07-13T00:00:00","slug":"marketing-y-psicologia-la-paradoja-del-consumidor","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/marketing-y-psicologia-la-paradoja-del-consumidor","title":{"rendered":"Marketing y Psicolog\u00eda \u00bfqu\u00e9 es la paradoja del consumidor?"},"content":{"rendered":"<div id=\"07M-wysiwyg-1\" class=\"07M-wysiwyg anchor--link \" data-anchor-content>\n<section class=\"wysiwyg mb-xl\">\n<div class=\"wrapper wrapper--small\">\n<p class=\"t-small mb-xs\">\n<div class=\"wysiwyg__content\">\n<div>\n<p dir=\"ltr\"> Un estudio sobre la compra de mermeladas llevado a cabo en el 2000, demostr\u00f3 que <strong>los consumidores compraban 40% m\u00e1s cuando se ofrec\u00edan seis tipos de mermeladas<\/strong>; pero compraban <strong>solo 3% si les ofrec\u00edan veinticuatro tipos<\/strong>. \u00a0Y no s\u00f3lo eso, sino que los consumidores que ten\u00edan menos opciones parec\u00edan <strong>m\u00e1s satisfechos<\/strong>.<\/p>\n<p dir=\"ltr\">\u00bfPorqu\u00e9 ocurre esto? Es un fen\u00f3meno que Barry Schwartz escribi\u00f3 en su libro Paradoja de la elecci\u00f3n. Por qu\u00e9 m\u00e1s es menos, una teor\u00eda sobre la psicolog\u00eda del consumidor en las sociedades occidentales: el poder de la elecci\u00f3n.<\/p>\n<p dir=\"ltr\">Schwartz menciona que el consumidor al enfrentarse a la disyuntiva <strong>de elegir entre varios productos esto puede generarle m\u00e1s ansiedad que satisfacci\u00f3n<\/strong>. Lo que se vuelve un problema para un producto que quiere destacar en el mercado.<\/p>\n<p dir=\"ltr\">Pero si decidimos ampliar la gama de nuestro producto, \u00bfpor qu\u00e9 se da este efecto de insatisfacci\u00f3n? Para ello hay cuatro ideas que pueden ilustrar la paradoja:<\/p>\n<ul>\n<li dir=\"ltr\">\n<h2 dir=\"ltr\">Par\u00e1lisis<\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">Tener, de un momento a otro, una nueva cantidad de opciones para elegir entre los productos que normalmente consumimos <strong>causa una sensaci\u00f3n inicial de no saber qu\u00e9 hacer, qu\u00e9 evaluar y qu\u00e9 elegir<\/strong>. Por ejemplo, si somos consumidores de una misma marca de cereal, y de pronto encontramos variedades de este mismo cereal el primer impulso ser\u00e1 el de detenernos a evaluar las diferencias.<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li dir=\"ltr\">\n<h2 dir=\"ltr\">Costo de Oportunidad<\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">Gracias a la tecnolog\u00eda ahora podemos investigar entre los diferentes modelos antes de elegir por un producto o modelo determinado. Sin embargo, una vez hecha la compra muchas veces existe el pensamiento de que tal vez <strong>haber elegido otra cosa habr\u00eda sido mejor<\/strong>. Se piensa en las caracter\u00edsticas positivas de lo otro que \u201cse dej\u00f3 ir\u201d. Esto nos hace impacientes y nos exaspera en nuestra mente con ideas de que nos perdimos la oportunidad de elegir otra cosa.<\/p>\n<ul>\n<li dir=\"ltr\">\n<h2 dir=\"ltr\">Aumento de expectativas<\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">\u201cSi existen tantas variedades sobre un producto, debe ser porque hay uno m\u00e1s adecuado que otro para m\u00ed\u201d. Este es un pensamiento constante cuando enfrentamos al consumidor con una amplia variedad de elecci\u00f3n. Cuando tenemos pocas opciones de elegir, <strong>sabemos las caracter\u00edsticas que diferencian un producto de otro<\/strong> y que la compra hecha es la m\u00e1s adecuada a lo que deseamos. La mayor oferta tambi\u00e9n implica que el consumidor puede evaluar los aspectos negativos y magnificarlos en su evaluaci\u00f3n.<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li dir=\"ltr\">\n<h2 dir=\"ltr\">Autoculpa<\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">La autoculpa es el resultado de los fen\u00f3menos anteriores: el arrepentimiento o<strong> idea de que tal vez no buscamos lo suficiente<\/strong> o no hab\u00eda en existencia la versi\u00f3n exacta que creemos ser\u00eda perfecta para nuestras necesidades.<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li dir=\"ltr\">\n<h2 dir=\"ltr\">Tipos de consumidor<\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">No todos los consumidores se detienen ante las diferentes ofertas o investigan exhaustivamente las diferencias entre productos. Otros consumidores suelen salir satisfechos de un proceso de compra cuando encuentran un producto que califican como suficientemente bueno.<\/p>\n<p dir=\"ltr\">El punto vital para el marketing es <strong>tomar en cuenta el contexto de nuestros consumidores<\/strong> para saber en qu\u00e9 momento es adecuado ofrecer informaci\u00f3n para alg\u00fan producto y en qu\u00e9 momento es mejor reducir opciones.<\/p>\n<p dir=\"ltr\">En este sentido la tecnolog\u00eda puede ayudarnos a tomar mejores decisiones al ofrecer informaci\u00f3n certera sobre nuestros usuarios y sus h\u00e1bitos de consumo con respecto a la oferta de nuestros productos, como lo explicamos en el art\u00edculo sobre <strong>c\u00f3mo usar el Internet de las Cosas para mejorar ventas en retail<\/strong><strong>.<\/strong><\/p>\n<p>\u00a0<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si bien el marketing ha sufrido una revoluci\u00f3n con la irrupci\u00f3n de las tecnolog\u00edas de informaci\u00f3n, la psicolog\u00eda siempre ha aportado elementos valiosos a la hora tomar decisiones sobre nuestros productos, consumidores y la forma en c\u00f3mo llevamos la comunicaci\u00f3n de \u00e9stos.<\/p>\n","protected":false},"author":1,"featured_media":19472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-19473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing y Psicolog\u00eda \u00bfqu\u00e9 es la paradoja del consumidor?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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