{"id":13969,"date":"2022-02-14T10:00:08","date_gmt":"2022-02-14T16:00:08","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=13969"},"modified":"2022-02-09T18:41:01","modified_gmt":"2022-02-10T00:41:01","slug":"que-es-la-economia-del-comportamiento-y-como-impacta-en-la-tecnologia","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/que-es-la-economia-del-comportamiento-y-como-impacta-en-la-tecnologia\/","title":{"rendered":"\u00bfQu\u00e9 es la econom\u00eda del comportamiento y c\u00f3mo impacta en la tecnolog\u00eda?"},"content":{"rendered":"

Los seres humanos se equivocan al tomar decisiones y por ello necesitan de una gu\u00eda que los oriente o los motive a seguir haciendo elecciones. Esto, en resumen, forma parte de la econom\u00eda del comportamiento, un concepto del que diversas industrias tecnol\u00f3gicas se han valido para tener un mayor impacto en sus usuarios.<\/p>\n

De acuerdo con el Proyecto de Integraci\u00f3n de Ciencias del Comportamiento y Econom\u00eda de la Facultad de Psicolog\u00eda de la UNAM, esta disciplina se basa en la idea de que los seres humanos no son completamente libres e independientes. M\u00e1s bien, el comportamiento depende de factores hist\u00f3ricos, sociales, culturales e individuales.<\/p>\n

Mijael Feldman, CEO de la empresa Getxerpa, resalta que la econom\u00eda del comportamiento tambi\u00e9n se basa en sesgos del pensamiento humano para orientar la toma de decisiones y si bien el ideal es usar ese conocimiento para proponer soluciones a problemas, la industria tecnol\u00f3gica lo ha acogido para hacer propuestas m\u00e1s relevantes en los consumidores.<\/p>\n

Un ejemplo es el e-commerce, en el que la gamificaci\u00f3n ha acaparado la atenci\u00f3n de los usuarios, pues a trav\u00e9s de ella se incorporan mec\u00e1nicas de juegos, como recompensas o logros, para alentar a las personas a seguir comprando.<\/p>\n

De acuerdo con datos del informe 2022 de New Consumer , el 45% de los usuarios que son parte de la generaci\u00f3n Z y el 43% de los llamados millennials se sienten m\u00e1s como ellos mismos cuando est\u00e1n en l\u00ednea, lo cual ha permitido el auge del comercio electr\u00f3nico, especialmente en la categor\u00eda de moda, en el que Shein es uno de los casos m\u00e1s relevantes.<\/p>\n

Entre las t\u00e9cnicas l\u00fadicas m\u00e1s populares se encuentran los sistemas de puntos y programas de recompensas, los bonos diarios, las insignias, los concursos o sorteos en redes sociales, la barra de progreso durante el check-out, as\u00ed como trivias o pruebas de producto.<\/p>\n

Feldman tambi\u00e9n ejemplifica con el caso de las plataformas de reservaci\u00f3n de viajes basadas en comparar las ofertas de m\u00faltiples sitios web. \u201cCuando el ser humano ve el esfuerzo que implica una tarea, le da m\u00e1s valor al trabajo y estas plataformas se han dado cuenta de que tienen mayor \u00e9xito porque buscan entre miles de opciones y lo muestran a los usuarios aun cuando se trata de una labor que tarda segundos en hacerlo\u201d, explica.<\/p>\n

Otro caso relevante en la industria tecnol\u00f3gica es el bot\u00f3n de reproducci\u00f3n autom\u00e1tica despu\u00e9s de cada episodio en Netflix, cuya din\u00e1mica primero comprendi\u00f3 el comportamiento humano para que funcionara. \u201cNetflix se dio cuenta de que el ser humano es flojo y ha aprovechado eso para mantener a los usuarios viendo su contenido\u201d, detalla el especialista.<\/p>\n

Conocer el comportamiento debe partir de un eje \u00e9tico<\/p>\n

Entornos como el financiero tambi\u00e9n han hecho uso de estos conocimientos para sus herramientas tecnol\u00f3gicas, espec\u00edficamente en el tema del ahorro, en el que facilitan esta pr\u00e1ctica a partir de los sesgos de pensamiento de las personas, espec\u00edficamente aquellos que tienen que ver con los beneficios inmediatos y la autodisciplina.<\/p>\n

Si bien el conocimiento del comportamiento humano puede representar un beneficio econ\u00f3mico para las empresas, Feldman apunta que no se debe dejar de lado el aspecto \u00e9tico, es decir, balancear los incentivos econ\u00f3micos de las compa\u00f1\u00edas con los beneficios del usuario.<\/p>\n

\u201cSe trata de poner al usuario en el centro\u201d, puntualiza el experto, quien tambi\u00e9n destaca que el prop\u00f3sito no s\u00f3lo debe ser mejorar su experiencia de uso con el objetivo de mantenerlos enganchados, sino tambi\u00e9n para dar opciones de desprenderse de los dispositivos.<\/p>\n","protected":false},"excerpt":{"rendered":"

El e-commerce ha sido una de las industrias que m\u00e1s han usado esta disciplina para acaparar la atenci\u00f3n de los usuarios y mantenerlos ligados a sus plataformas.<\/p>\n","protected":false},"author":10,"featured_media":13972,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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