bachelorThesis
Pensamiento heurístico del consumidor
Fecha
2006Registro en:
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88504
TE04595
Autor
Bermúdez Jaimes, Milton Eduardo
Institución
Resumen
Este articulo pretende hacer una revisión bibliográfica sobre el tema del pensamiento heurístico, y de sus aplicaciones en el pensamiento del consumidor. Primero se hace un recuento histórico de la persuasión mostrando la evolución de las teorías relacionadas, luego se profundiza en el modelo de Probabilidad de Elaboración explicando la ruta central, y la ruta periférica, profundizando en los temas de patrones de acción fijo, validación social, reciprocidad y disonancia cognitiva. Luego se mencionan las taxonomías de logro de cooperación y se hace una explicación de cómo se aplican los temas anteriores al estudio del consumidor. Luego se presentan algunas conclusiones.