@book{10336/31411,
author = {Paredes Escobar, Mario Rolando},
year = {2020},
url = {https://repository.urosario.edu.co/handle/10336/31411},
abstract = {In times of big data, artificial intelligence and ubiquitous digitization, it is more necessary than ever to understand the consumer as a person to stop seeing him as a purchase statistic that is governed only by rational reasons. If so, anyone would know how to sell more and better. But reality tells us that selling today is more difficult than ever. In this book, Mario Paredes captures years of research and experience to try to answer the question of why we buy what we buy. And it does so, for the first time, from different points of view: anthropology, evolutionary psychology, social psychology, behavioral economics and neuromarketing. All of them essential elements to understand what really motivates the person to consume and that are the basis of the new concept that he has coined, consumerology. Why do we go into debt to buy something we don't need? Why do we buy more when we pay with a credit card than when we use cash? Why are we more likely to buy a product if it is on the bestseller list? To all these questions the author answers from the academic rigor but with a close, simple language, with strokes of humor and numerous real examples from the world of marketing.},
keywords = {Análisis de hábitos de consumo},
keywords = {Análisis de datos de comercio electrónico},
keywords = {Estudio de los hábitos de compra y consumo},
keywords = {Evolución del concepto de Marketing},
title = {Consumerología: Por qué compramos y cómo influir en las decisiones de compra},
publisher = {LID Editorial},
keywords = {Analysis of consumption habits},
keywords = {E-commerce data analysis},
keywords = {Study of purchasing and consumption habits},
keywords = {Evolution of the Marketing concept},
}