Buscamos el insight en los procesos de motivación que no siguen un curso lineal ni racional.
Experimentar para identificar la opción más rentable.
Los procesos de toma de decisión implican muchas dimensiones de motivación: psicológicas, sociológicas, prácticas, cognitivas, etc.
Los sesgos se activan en función de las situaciones en las que se compromete el consumidor y sus características psico-sociales.
De confianza con el cliente, de complicidad con el consumidor y de responsabilidad con la sociedad.
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