<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-5705</journal-id>
<journal-title><![CDATA[Inter disciplina]]></journal-title>
<abbrev-journal-title><![CDATA[Inter disciplina]]></abbrev-journal-title>
<issn>2448-5705</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro de Investigaciones Interdisciplinarias en Ciencias y Humanidades]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-57052022000200203</article-id>
<article-id pub-id-type="doi">10.22201/ceiich.24485705e.2022.27.82152</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Controversia sobre la racionalidad en el comportamiento del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[Controversy over rationality in consumer behavior]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gallegos-Daniel]]></surname>
<given-names><![CDATA[Cecilia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Taddei Bringas]]></surname>
<given-names><![CDATA[Isabel Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Centro de Investigación en Alimentación y Desarrollo, A. C.  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<volume>10</volume>
<numero>27</numero>
<fpage>203</fpage>
<lpage>224</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-57052022000200203&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-57052022000200203&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-57052022000200203&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La racionalidad es un concepto que ha sido estudiado desde hace mucho tiempo y bajo varias disciplinas y enfoques. El interés por su análisis surge de su importancia como una de las funciones mentales o capacidades humanas que más influyen en la conducta al estar ligada a la toma de decisiones. El consumir es una de las conductas más consuetudinarias del ser humano, constantemente se consume y, por lo tanto, se toman decisiones de compra. Este proceso constituye, al mismo tiempo, una base fundamental para el funcionamiento de los mercados. El artículo aborda la racionalidad, inicialmente, desde el enfoque de la economía convencional o teoría económica neoclásica que concibe individuos como tomadores de decisiones racionales, y, posteriormente, incorpora el enfoque de la economía del comportamiento (EC), que incluye en la ecuación otros elementos como la emoción, la motivación, la actitud y la percepción, factores que se supondrían irrelevantes pero que esta disciplina busca integrar al estudio de una racionalidad limitada. Se considera relevante esta reflexión al advertirse que en la toma de decisiones de compra del consumidor inciden factores que se agregan a su racionalidad e incluso podrían distorsionarla.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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&#8217;s purchasing decision is influenced by factors that add to their rationality and could even distort it.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[racionalidad]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[economía del comportamiento]]></kwd>
<kwd lng="en"><![CDATA[rationality]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[behavioral economics]]></kwd>
</kwd-group>
</article-meta>
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