Resumen

GALLEGOS-DANIEL, Cecilia  y  TADDEI BRINGAS, Isabel Cristina. Controversy over rationality in consumer behavior. Inter disciplina [online]. 2022, vol.10, n.27, pp.203-224.  Epub 03-Oct-2022. ISSN 2448-5705.  https://doi.org/10.22201/ceiich.24485705e.2022.27.82152.

Rationality is a concept that has been studied for a long time from several approaches or disciplines. Interest in its analysis arises from its importance as one of the mental functions or human capacities that most influence the conduct as they are linked to decision making. Consumption is one of the most common behaviors of human beings, since we are constantly consuming and, therefore, making purchasing decisions. This process is, at the same time, a fundamental basis for the functioning of the markets. In this article rationality is discussed, initially, from the conventional economics approach or neoclassical economic theory that conceives individuals rational decision makers and, subsequently, incorporating the behavioral economics approach that includes, other elements such as emotion, motivation, attitude and perception in the equation, factors that would be assumed to be irrelevant but which this discipline seeks to integrate into the study of bounded rationality. This reflection is considered relevant since it is noted that the consumer’s purchasing decision is influenced by factors that add to their rationality and could even distort it.

Palabras llave : rationality; consumer behavior; behavioral economics.

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