The Marketing-Happiness Paradox: Exploring Technological Consumer Behavior
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Este estudio explora la paradoja marketing- felicidad en el sector tecnológico de México, analizando la felicidad del consumidor impulsada por el consumo de productos. A través del modelado de ecuaciones estructurales de datos de encuestas de 384 empleados, identifica factores internos y externos relacionados con la felicidad que impulsan un ciclo de consumo continuo a medida que los consumidores buscan satisfacción en productos con características novedosas. Los resultados muestran que las emociones juegan un papel fundamental en las decisiones de compra y sugieren estrategias de marketing basadas en este conocimiento. Aunque inicialmente relevante para el grupo encuestado, el estudio exige una investigación más amplia en diversos grupos demográficos. Presenta una perspectiva única sobre el comportamiento del consumidor influenciado por el marketing, destacando las preocupaciones éticas y sociales sobre el aprovechamiento de las emociones del consumidor en las prácticas de marketing.
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