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La industria de la tecnología de consumo funciona bajo una premisa clara: venderte cosas que, muy probablemente, no necesitas. Esta idea ha sido confirmada por un estudio publicado por la Asociación Estadounidense de Mercadotecnia (AMA, según sus siglas en inglés), que detalla que a medida que un producto nuevo es anunciado o se encuentra disponible en el mercado, los consumidores son más propensos a “actuar de forma imprudente” con sus pertenencias a fin de justificar la compra de un producto nuevo, aún cuando el que poseen es plenamente funcional.
El estudio, realizado por académicos de la Escuela de Negocios de Columbia y Harvard, así como la Universidad de Michigan, sostiene que existe evidencia de que, por ejemplo, los poseedores de teléfonos iPhone actúan desdeñosamente con su smartphone a medida que se acerca la fecha de presentación del iPhone de nueva generación. “El conjunto de datos sobre iPhones perdidos demuestra cómo la disponibilidad de actualizaciones de producto incrementa el comportamiento desdeñoso hacia las pertenencias”, señala el extracto del estudio.
Por otra parte, destaca que este comportamiento “negligente” no ocurre deliberadamente, lo que indica que las estrategias de mercadeo tienen impactos en el subconsciente de los consumidores. “[El comportamiento] sin cuidado y negligente hacia los productos que poseemos proviene del deseo de justificar la obtención de nuevos artículos sin que parezca un desperdicio”, explica. En otras palabras, inconscientemente tratamos de justificar la compra de algo que no necesitamos.
No obstante, los académicos señalan que las conclusiones del estudio no aplican exclusivamente a la industria tecnológica de consumo, sino a prácticamente todo el mercado de bienes y servicios.
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