Methodology to identify the marketing strategies that affect the purchasing moment: TRAPPOLA
DOI:
https://doi.org/10.33304/revinv.v16n1-2021004Keywords:
Active learning, market economy, alternative education, marketingAbstract
The increasing globalization, consumerism, and rivalry between companies have influenced over time the generation of marketing strategies to prevail through the analysis of human behavior. Therefore, based on a literature review of these aspects, a constructivist methodology was designed called “Trappola”, which allows participants to experience the principle of behavioral economics through a consumption situation focused on marketing strategies, which is based on the idea that people are not completely rational, but also predictably irrational. That is to say, that their irrationality always occurs in the same way over and over again. Therefore, the learning objective revolves around recognizing methods such as the decoy effect, anchoring effect, arbitrary coherence, gregariousness or dragging effect, zero cost effect, emotional marketing, and the effect of expectation or Pygmalion effect. Finally, it is concluded that human behavior, being predictable, allows marketing strategies to be largely complied with at the moment of making a purchase.Downloads
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