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Il consumatore ha sempre "ragione"? Razionalit? e decisioni d'acquisto tra sociologia ed economia

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  • Davide Arcidiacono

Abstract

Nell?articolo si analizza la "razionalit?" delle decisioni d?acquisto. Lo studio considera in una prospettiva critica l?ipotesi di un consumatore pi? critico e selettivo (condivisa dalla sociologia e dal marketing) attraverso la somministrazione di test sui bias della psicologia e dell?economia cognitiva. Dai dati emerge il divario esistente tra la rappresentazione che i consumatori danno di s? stessi e i comportamenti reali. L?ipotesi di un consumatore selettivo appare appannata da orientamenti decisionali in cui permangono orientamenti tradizionali come una forte sensibilit? al prezzo, nonch? l?emergere di nuove leve di stimolazione sul cliente come il framing sull?attributo "qualit?"

Suggested Citation

  • Davide Arcidiacono, 2010. "Il consumatore ha sempre "ragione"? Razionalit? e decisioni d'acquisto tra sociologia ed economia," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(2), pages 79-102.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-002005
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