Estudio comparativo de los efectos de las normas sociales y de mercado en las preferencias de consumo

Abstract

Abstract: This thesis analyzes the effects of social and market norms on consumption decisions from the perspective of behavioral economics. It shows that these decisions are not explained exclusively by traditional economic rationality, but are influenced by social, emotional, and psychological factors. The theoretical framework begins with a review of classical approaches to consumer theories. It then addresses behavioral economics, which offers a more realistic view of consumption, considering that people also care about what happens around them, influenced by social and cultural norms. Social preference models and experimental games are also addressed, which demonstrate cooperative, reciprocal, and fair behaviors. The methodology consists of a bibliometric analysis, using indicators such as coauthorship and keyword co-occurrence, using VOSviewer software and Scopus data. The results indicate that countries such as China and the United States host a large portion of academic production, with influential authors on the subject. The generated maps reveal collaboration networks between authors and thematic clusters based on keywords.