{"id":265,"date":"2023-06-03T23:32:16","date_gmt":"2023-06-03T23:32:16","guid":{"rendered":"http:\/\/francofalconi.com\/?p=265"},"modified":"2023-06-04T00:22:20","modified_gmt":"2023-06-04T00:22:20","slug":"la-calidad-nos-pega-en-los-genes-psicologia-evolutiva-y-marketing-aplicado","status":"publish","type":"post","link":"https:\/\/francofalconi.com\/spn\/la-calidad-nos-pega-en-los-genes-psicologia-evolutiva-y-marketing-aplicado\/","title":{"rendered":"La calidad, nos pega en los genes. Psicolog\u00eda Evolutiva y Marketing aplicado."},"content":{"rendered":"<p>La psicolog\u00eda evolutiva nos explica por qu\u00e9 sigue \u201cpegando\u201d mostrar la calidad de los productos cuando comunicamos en marketing.<\/p>\n\n\n\n<p>Desde siempre se busc\u00f3 entender el por qu\u00e9 del comportamiento de los individuos y lo que hace que los shoppers se decidan por consumir uno u otro producto, y as\u00ed planificar desde el marketing la mejor estrategia para nuestros clientes.<\/p>\n\n\n\n<p>Resulta ser que parece mucho m\u00e1s \u201cgen\u00e9tico\u201d el tema.<\/p>\n\n\n\n<p><strong><em>La Psicolog\u00eda Evolutiva estudia c\u00f3mo los comportamientos humanos han evolucionado a lo largo del tiempo para adaptarse a las presiones selectivas del entorno, en el contexto del consumismo y el marketing.<\/em><\/strong><\/p>\n\n\n\n<p class=\" translation-block\">La psicolog\u00eda evolutiva puede explicar por qu\u00e9 los consumidores toman ciertas decisiones de compra y c\u00f3mo quienes planificamos las Estrategias de Marketing podemos utilizar estos conocimientos para crear campa\u00f1as publicitarias m\u00e1s efectivas.<\/p>\n\n\n\n<p class=\" translation-block\">B\u00e1sicamente, la Psicolog\u00eda Evolutiva (EP) nos dice que la manera de demostrar nuestras capacidades gen\u00e9ticas para poder ser los mejores en proveer comida y refugio y, de esa manera, ser evaluados como los mejores en la capacidad de sobrevivir, y por ende, reproducirse, pas\u00f3 a medirse en nuestro prehist\u00f3rico y subconsciente cerebro, por la calidad de los productos que podemos adquirir.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/pregopartners.com\/wp-content\/uploads\/2023\/05\/PREGO_MARKETING_ESTRATEGIA_AGENCIA_PREGOPARTNERS-_brand-1.jpg\" alt=\"\" class=\"wp-image-11481\"\/><\/figure>\n\n\n\n<p class=\" translation-block\">Este irrefutable ejemplo lo podemos ver en los \u201cpeacocks\u201d o pavos reales, quiene han evolucionado para tener plumas m\u00e1s ex\u00f3ticas y colas m\u00e1s largas para atraer m\u00e1s al sexo opuesto, poder reproducirse y transmitir sus genes de \u201cplumage\u201d ex\u00f3tico a las siguientes generaciones.<\/p>\n\n\n\n<p>As\u00ed es como un auto m\u00e1s caro, un reloj de marca o incluso vacaciones ex\u00f3ticas son lo que van a determinar, en comparaci\u00f3n con los otros espec\u00edmenes de nuestro mismo sexo, qui\u00e9n es el que posee mayor capacidad y resulta ser la mejor opci\u00f3n para la otra persona que queremos atraer.<\/p>\n\n\n\n<p><strong><em>Qui\u00e9n mejor lo explica es Geoffrey Miller. Un experto en psicolog\u00eda evolutiva y autor del libro \u201cSpent: Sex, Evolution, and Consumer Behavior\u201d (libro que recomendamos fervientemente leer).<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Sexual Selection for Moral Virtues | The Geoffrey Miller Series | Episode 2 (WiM039)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/4_o-0K6BYdg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\" translation-block\">Seg\u00fan Miller, los seres humanos tienen una tendencia innata a consumir bienes y servicios para se\u00f1alar su estatus social a otros miembros del grupo y, por lo tanto, mejorar sus posibilidades de apareamiento y reproducci\u00f3n.<\/p>\n\n\n\n<p class=\" translation-block\">Adem\u00e1s, Miller sugiere que el consumo tambi\u00e9n puede ser una forma de demostrar rasgos de personalidad atractivos, como la inteligencia, la creatividad y el buen gusto, para atraer m\u00e1s amigos y posibles pretendientes o parejas.<\/p>\n\n\n\n<p class=\" translation-block\">En el contexto del marketing, la EP analiza que las marcas pueden utilizar estrategias para las marcas, que se centran en el show-off del estatus social que aportan sus productos y en c\u00f3mo estos pueden mejorar la percepci\u00f3n de la personalidad del consumidor. Explica por qu\u00e9 funciona que una marca de relojes de lujo utilice celebridades y deportistas famosos en sus anuncios para demostrar el estatus social asociado con la posesi\u00f3n de lo que se vende.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-1.png\"><img decoding=\"async\" src=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-1.png\" alt=\"\" class=\"wp-image-198\"\/><\/a><\/figure>\n\n\n\n<p class=\" translation-block\">Es com\u00fan en el marketing que se utilice el estatus para promocionar productos y servicios asociando personas influyentes y celebridades que son percibidas con un alto estatus social, lo que explica perfectamente la tendencia que estamos viendo crecer a\u00f1o a a\u00f1o con los influencers en las redes sociales.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-2.png\"><img decoding=\"async\" src=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-2.png\" alt=\"\" class=\"wp-image-199\"\/><\/a><\/figure>\n\n\n\n<p><strong><em>La estrategia de marketing, basada en remarcar el estatus que otorga el servicio o producto que estamos vendiendo, funciona por cuestiones gen\u00e9ticas.<\/em><\/strong><\/p>\n\n\n\n<p>Resulta ir\u00f3nico el pensar que se lleg\u00f3 tan lejos en el estudio y desarrollo de las teor\u00edas del consumidor, y  la Psicolog\u00eda Evolutiva, nos termine de dar la explicaci\u00f3n de por qu\u00e9 consumimos, record\u00e1ndonos algo tan visceral y b\u00e1sico como el instinto de supervivencia dentro nuestro h\u00e1bitat desde los inicios de las sociedades, y que en verdad lo que estamos haciendo es buscar la manera de mostrar nuestros skills de cazadores, para atraer pareja y de recolectores, ir de shopping, para ser elegidos y as\u00ed traspasar nuestros genes y asegurar la preservaci\u00f3n de nuestra raza.<\/p>\n\n\n\n<p>Recorrimos mucho para terminar d\u00e1ndonos cuenta de que ten\u00edamos que prestar m\u00e1s atenci\u00f3n a donde hab\u00edamos empezado como humanos.<\/p>","protected":false},"excerpt":{"rendered":"<p>Evolutionary psychology explains why it continues to \u201chit\u201d to show the quality of the products when we communicate in marketing. We have always sought to understand the reason for the behavior of individuals and what makes shoppers decide to consume one product or another, and thus plan the best strategy for our customers from marketing. [&hellip;]<\/p>","protected":false},"author":2,"featured_media":269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La calidad, nos pega en los genes. 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