Cognição, Design e Consumo: A Racionalidade Limitada na Tomada de Decisão

Leandro Miletto Tonetto, Priscila Brust Renck, Lílian Milnitsky Stein

Resumo


Na literatura corrente da área da Psicologia muito é explorado em relação aos limites da racionalidade humana. No Design, as discussões sobre o tema, quando presentes no meio acadêmico, concentram-se no processo de projeto. A fim de ampliar tal debate, o presente artigo tem como objetivo discutir o caráter limitadamente racional das decisões humanas de consumo, com foco no usuário. Trata-se de uma revisão da literatura na área de psicologia cognitiva, a partir da qual se estabelece um diálogo em relação ao Design, especificamente em relação ao
usuário e ao consumo.


Palavras-chave


Cognição, Tomada de Decisão, Racionalidade Limitada, Consumo.

Texto completo:

PDF

Referências


BERG, N. Decision-making environments in which unboundedly rational decision makers choose to ignore relevant information. Global Business and Economics Review, v. 7, n. 1, p. 59-73, 2005.

CACIOPPO, J.; KAO, C.; PETTY, R.; RODRIGUEZ, R. Central and peripheral routes to persuasion: an individual difference perspective. Journal of Personality and Social Psychology, v. 51, p. 1032-1043, 1986.

CHATTERJEE, S.; HEATH, T. B.; MILBERG, S. J.; FRANCE, K. R. The differential processing of price in gains and losses: the effects of frame and Need for Cognition. Journal of Behavioral Decision Making, v. 13, n. 1, p. 61-75, 2000.

CIARELLI, C. A heurística da disponibilidade e a influência da mídia: um estudo experimental. Dissertação de Mestrado, Universidade Federal do Rio de Janeiro, Rio de Janeiro, 2005.

EPSTEIN, S.; LIPSON, A.; HOLSTEIN, C.; HUH, E. Irrational reactions to negative outcomes: evidence of two conceptual systems. Journal of Personality and Social Psychology, v. 62, n. 2, p. 328-339, 1992.

FAUCHER, L.; TAPPOLET, C. Fear and the focus of attention. Consciousness and Emotion, v. 3, n. 2, p. 105-144, 2002.

FLUSSER, V. O mundo codificado: por uma filosofia do Design e da Comunicação. São Paulo: Cosac Naify, 2007.

FORTY, A. Objetos de desejo: Design e sociedade desde 1970. São Paulo: Cosac Naify, 2007.

GILOVICH, T. How we know what isn't so: the fallibility of human reason in everyday life. New York: Free Press, 1991.

KAHNEMAN, D. A perspective on judgment and choice: mapping bounded rationality. American Psychologist, v. 58, n. 9, p. 697-720, 2003.

KAHNEMAN, D.; TVERSKY, A. Prospect theory: an analysis of decision under risk. Econometrica, v. 47, n. 2, p. 263-291, 1979.

______. Introduction – Heuristics and biases: then and now. In: Gilovich T.; Griffin, D.; Kahneman, D. (Eds.). Heuristics and biases. New York: Cambridge University, 2002, p. 1-18.

KÜHBERGER, A. The influence of framing on risky decisions: a meta-analysis. Organizational Behavior and Human Decision Processes, v. 75, n. 1, p. 23-55, 1998.

LEVIN, I.; GAETH, G.; SCHNEIDER, J.; LAURIOLA, M. A new look at framing effects: distribution of effect sizes, individual differences, and independence of types of effects. Organizational Behavior and Human Decision Processes, v. 88, n. 1, p. 411-429, 2002.

MELLERS, B. A.; SCHWARTZ, A.; COOKE, A. D. Judgment and decision making. Annual Review of Psychology, v. 49, p. 447-477, 1998.

MUNIER, B.; SELTEN, R.; BOUYSSOU, D.; BOURGINE, P.; DAY, R.; HARVEY, N.; HILTON, D.; MACHINA, M. J.; PARKER, P.; STERMAN, J.; WEBER, E.; WERNERFELT, B.; WENSLEY, R. Bounded rationality modeling. Marketing Letters, v. 10, n. 3, p. 233-248, 1999.

MURAMATSU, R.; HANOCH, Y. Emotions as a mechanism for boundedly rational agents: the fast and frugal way. Journal of Economic Psychology, v. 26, n. 2, p. 201-221, 2005.

ÖHMAN, A.; MINEKA, S. Fears, phobias, and preparedness: toward an evolved module of fear and fear learning. Psychological Review, v. 108, n. 3, p. 483-522, 2001.

PACHUR, T.; BRÖDER, A.; MAREWSKI, J. N. The recognition heuristic in memory-based inference: is recognition a non-compensatory cue? Journal of Behavioral Decision Making, v. 21, p. 183-210, 2008.

PETERS, P.; FINUCANE, M.; MACGREGOR, D. Affect, risk, and decision making. Health Psychology, v. 24, n. 4, p. S35-S40, 2005.

PLOUS, S. The psychology of judgment and decision making. New York: McGraw-Hill, 1993.

REYNA, V. How people make decisions that involve risk: a dual processes approach. Current Directions in Psychological Science, v. 13, n. 2, p. 60-66, 2004.

REYNA, V. A theory of medical decision-making and health: fuzzy-trace theory. Medical Decision Making, v. 28, n. 6, p. 850-865, 2008.

REYNA, V. F.; BRAINERD, C. J. Fuzzy-trace theory: an interim synthesis. Learning and Individual Differences, v. 7, n. 1, p. 1-75, 1995.

SAVAGE, L. The foundations of statistics. New York: Dover, 1954.

SIMON, H. A. Rational choice and the structure of environments. Psychological Review, v. 63, p. 129-138, 1956.

______. Models of man. New York: Wiley & Sons, 1957.

______. Invariants of human behavior. Annual Review of Psychology, v. 41, p. 1-19, 1990.

______. The sciences of the artificial. 3.ed. Cambridge: The MIT Press, 1996.

SLOMAN, S. A. The empirical case for two systems of reasoning. Psychological Bulletin, v. 119, n. 1, p. 3-22, 1996.

STANOVICH, K.; WEST, R. Individual differences in reasoning: implications for the rationality debate. Behavioral and Brain Sciences, v. 23, n. 5, p. 645-665, 2000.

TONETTO, L. Emotional labeling and attribute framing on proenvironmental product decision making. Proceedings of the 7th International Conference on Design & Emotion, Chicago, 2010.

TONETTO, L.; KALIL, L.; MELO, W. V.; SCHNEIDER, D. G.; STEIN, L. M. O papel das heurísticas no julgamento e na tomada de decisão sob incerteza. Estudos de Psicologia, v. 23, n. 2, p. 181-189, 2006.

TONETTO, L.; ROHENKOHL, G.; STEIN, L. O efeito da pressão do tempo na tomada de decisão do consumidor. Interamerican Journal of Psychology, v. 42, n. 1, p. 119-126, 2008.

TVERSKY, A.; KAHNEMAN, D. Belief in the law of small numbers. Psychological Bulletin, v. 76, n. 2, p. 105-110, 1971.

______. Judgment under uncertainty: heuristics and biases. Science, v. 185, n. 4157, p. 1124-1110, 1974.

______. The framing of decisions and the psychology of choice. Science, v. 211, n. 4481, p. 453-458, 1981.

VON NEUMANN, J.; MORGENSTERN, O. The theory of games and economic behavior. Princeton: Princeton University, 1944.




DOI: https://doi.org/10.35522/eed.v20i2.100

Apontamentos

  • Não há apontamentos.