{"id":6598,"date":"2020-12-17T14:31:47","date_gmt":"2020-12-17T13:31:47","guid":{"rendered":"https:\/\/psicopico.com\/?p=6598"},"modified":"2021-01-18T21:59:17","modified_gmt":"2021-01-18T20:59:17","slug":"con-tantas-opciones-que-regalo-compro-a-mucha-informacion-poca-decision","status":"publish","type":"post","link":"https:\/\/psicopico.com\/gl\/con-tantas-opciones-que-regalo-compro-a-mucha-informacion-poca-decision\/","title":{"rendered":"Con tantas opci\u00f3ns, que regalo compro? a moita informaci\u00f3n pouca decisi\u00f3n"},"content":{"rendered":"A informaci\u00f3n irrelevante<\/strong> interfere na nosa toma de decisi\u00f3n <\/strong>ante calquera situaci\u00f3n. \u00c9 moi habitual pasarse horas e horas navegando por internet en busca do agasallo perfecto para o pr\u00f3ximo nadal; ou elixindo a pr\u00f3xima serie de televisi\u00f3n sen levar a cabo o noso prop\u00f3sito inicial.<\/p>\n

Todo ese tempo vese malgastado cando finalmente apagamos a televisi\u00f3n sen ver ningunha serie ou non logramos decidir que regalo comprar. Ou o que \u00e9 peor, tardamos tanto tempo en decidir que cando imos compralo xa est\u00e1 esgotado ou se nos acabou o prazo para que chegue na data desexada.<\/p>\n

>> Artigo relacionado: Teor\u00eda da prospecci\u00f3n de Kahneman: o peso emocional das nosas decisi\u00f3ns<\/a><\/p>\n

A informaci\u00f3n irrelevante colapsa a nosa toma de decisi\u00f3n<\/strong><\/h2>\n

Nun artigo anterior falabamos de maneira m\u00e1is extensa sobre o paradoxo de elecci\u00f3n<\/strong><\/a>, fen\u00f3meno psicol\u00f3xico que se produce cando se orixina un proceso de desmotivaci\u00f3n<\/strong> \u00e1 hora de decidir ante a presentaci\u00f3n de moitas opci\u00f3ns.<\/p>\n

Agora, unha nova investigaci\u00f3n levada a cabo polo Instituto Polit\u00e9cnico Rensselaer de Nova York dirixida por Ian Chadd (2020) ampl\u00eda este problema de toma de decisi\u00f3n engadindo unha nova variable: a informaci\u00f3n irrelevante.<\/p>\n

A presenza de alternativas non dispo\u00f1ibles ou informaci\u00f3n irrelevante xera decisi\u00f3ns sub\u00f3ptimas que amplifica este efecto e fainos abandonar o noso comportamento. O noso cerebro c\u00e1nsase de tanta informaci\u00f3n ou est\u00edmulos e decide abandonar abandonar a tarefa ou ben non a procesa correctamente. A simplicidad<\/strong> \u00e9 o que m\u00e1is lle gusta ao noso cerebro, por iso as mellores estratexias de venda adoitan ser limpas e libres doutros factores estimulares que impidan a toma de decisi\u00f3n sobre o que realmente buscamos.<\/p>\n

O estudo foi publicado na revista Experimental Economics<\/strong>, na que Chadd examina o concepto de econ\u00f3mico conductual de libre exposici\u00f3n<\/strong>; polo cal os recursos poden ser ignorados sen custo. Nun principio cr\u00edase que a informaci\u00f3n irrelevante pod\u00edase omitir facilmente por parte do consumidor sen que isto supuxese un gasto cognitivo para el.<\/p>\n

No experimento tomaron parte 222 individuos que tiveron que contestar 40 preguntas. Tras os resultados da investigaci\u00f3n revelouse que toda a informaci\u00f3n presentada si importaba no proceso de elecci\u00f3n e levaba grandes custos de tempo e cognitivos empregados en informaci\u00f3n irrelevante para a persoa.<\/p>\n

\u00c9 por tanto, necesario que cando queiras que unha persoa se fixe nos teus produtos te\u00f1a a posibilidade de poder filtrar a informaci\u00f3n que busca. As\u00ed elimina todo aquilo que non lle importa de maneira simple e sinxela. Xa non s\u00f3 expor algo libre doutros est\u00edmulos, sen\u00f3n tam\u00e9n de darlle a oportunidade ao consumidor de poder elixir si ignorar ou non o resto da informaci\u00f3n.<\/p>\n

Os procesos de toma de decisi\u00f3n te\u00f1en unha alta carga cognitiva e emocional moitas veces dependente do contexto, sobre todo cando nos atopamos ante unha disonancia cognitiva<\/strong><\/a> de d\u00faas ideas conscientes pero antag\u00f3nicas no noso cerebro. Que facemos? Que opci\u00f3n tomamos?<\/p>\n

Por que nos custa elixir un agasallo?<\/strong><\/h2>\n

Cando nos enfrontamos a unha decisi\u00f3n, de compra dun agasallo por exemplo, suc\u00e9dense catro situaci\u00f3ns psicol\u00f3xicas que forman un bucle e bloqu\u00e9annos na toma de decisi\u00f3n coma se de fases trat\u00e1sense:<\/p>\n

    \n
  1. Par\u00e1lise inicial<\/strong> debido ao esforzo cognitivo: Que lle poder\u00eda comprar?<\/li>\n
  2. Custo de oportunidade<\/strong> debido \u00e1 comparaci\u00f3n con outras opci\u00f3ns, \u00e1s veces irrelevantes como di este novo estudo. E si c\u00f3mprolle outra cousa?<\/li>\n
  3. Rumbo da expectativa<\/strong>, cando pensamos que con tantas opci\u00f3ns seguramente haxa unha mellor que a elixida. Ser\u00e1 a mellor opci\u00f3n?<\/li>\n
  4. Culpa<\/strong>, porque cando pasa un certo tempo sen elixir . E si non lle gusta?<\/li>\n
  5. Par\u00e1lise<\/strong>. Volta \u00e1 fase 1.<\/li>\n<\/ol>\n

    >> Artigo relacionado: O agasallo non desexado: como reaccionar<\/a><\/p>\n

     <\/p>\n

    _<\/p>\n

    Referencias:<\/p>\n

    Chadd, I., Filiz-Ozbay, E. & Ozbay, E.E. The relevance of irrelevant information.\u00a0Exp Econ<\/em>\u00a0(2020). https:\/\/doi.org\/10.1007\/s10683-020-09687-3<\/a><\/p>\n

     ","protected":false},"excerpt":{"rendered":"

    A informaci\u00f3n irrelevante interfere na nosa toma de decisi\u00f3n ante calquera situaci\u00f3n. \u00c9 moi habitual pasarse horas e horas navegando por internet en busca do agasallo perfecto para o pr\u00f3ximo nadal; ou elixindo a pr\u00f3xima serie de televisi\u00f3n sen levar a cabo o noso prop\u00f3sito inicial. Todo ese tempo vese malgastado cando finalmente apagamos a […]<\/p>\n","protected":false},"author":1,"featured_media":6599,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":""},"categories":[611,24],"tags":[613,235,11,614,522],"class_list":["post-6598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia","category-neuromarketing","tag-compras","tag-neuromarketing","tag-psicologia","tag-regalo","tag-toma-de-decision"],"yoast_head":"\nCon tantas opci\u00f3ns, que regalo compro? a moita informaci\u00f3n pouca decisi\u00f3n - PsicoPico<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/psicopico.com\/con-tantas-opciones-que-regalo-compro-a-mucha-informacion-poca-decision\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Con tantas opci\u00f3ns, que regalo compro? a moita informaci\u00f3n pouca decisi\u00f3n - PsicoPico\" \/>\n<meta property=\"og:description\" content=\"A informaci\u00f3n irrelevante interfere na nosa toma de decisi\u00f3n ante calquera situaci\u00f3n. \u00c9 moi habitual pasarse horas e horas navegando por internet en busca do agasallo perfecto para o pr\u00f3ximo nadal; ou elixindo a pr\u00f3xima serie de televisi\u00f3n sen levar a cabo o noso prop\u00f3sito inicial. 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