Es la teoría microeconómica tradicional acertada a la hora de entender y/o explicar el comportamiento del consumidor y, por ende del mercado, a comparación del neuromarketing

A medida que pasa el tiempo; la ciencia, el desarrollo tecnológico y la constante búsqueda de encontrar nuevas verdades, más fehacientes y que logren responder más asertivamente los diferentes cuestionamientos de la humanidad, han logrado redefinir las teorías y los axiomas que, en su momento, se tomaron como el dogma a seguir en diferentes disciplinas y cuestionamientos de la sociedad y la industria. La concepción tradicional que se tiene de la mente y el comportamiento del consumidor tenía vacios importantes en términos de aplicabilidad y generalización de sus teorías, pues pensar que la humanidad desarrolla sus decisiones de compra bajo análisis netamente racionales y apegados a estructuras temporales para manejar su dinero es un supuesto que no se emplea de manera general y concienzuda por el común. Antes que agentes 100% racionales, con un completo flujo de información y en un mercado perfecto bajo todos los preceptos económicos, somos personas de sentimientos y sentidos. Reaccionamos ante situaciones, estados de ánimo y estímulos, donde es nuestro cerebro quien recibe todo el contexto cognitivo que nos brinda el entorno y entonces actúa (y compra) de diferentes maneras. Es allí donde el Neuromarketing nace como un claro ejemplo de esa búsqueda por una nueva verdad. Una donde entender al consumidor no deje de lado su faceta más real; sus reacciones, pues son estas las que realmente definen qué le gusta o no y qué despierta en él un impulso lo suficientemente importante como para incidir en su decisión de compra. Es por ello que el Neuromarketing se ha adentrado a estudiar lo más profundo y verídico del consumidor, su cerebro. Alejándose de las técnicas tradicionales de investigación de mercados, donde el consumidor puede desvirtuar la información que percibe de un producto o una campaña publicitaría por diferentes razones sociales y psicológicas. El Neuromarketing se ha adentrado al estudio del consumidor y su cerebro mediante técnicas biométricas, en las cuales expone al consumidor al marketing y analiza sus reacciones cerebrales en términos de interés, adrenalina, memoria activa y sentimientos, apoyado por técnicas como el ¨eye tracking¨, donde las interacciones visuales del consumidor permiten identificar los puntos calientes y de interés en determinada pieza publicitaria. Pero el estudio, entendido por algunos como ¨invasivo¨ frente a las libertades en términos de privacidad y libertad de elección del consumidor deben ser responsablemente dirigidos y puestos bajo un contexto científico, donde el único fin sea el de generar nuevas hipótesis y teorías que permitan tener un mejor conocimiento del comportamiento del consumidor sin traspasar los límites del control del mismo. El Neuromarketing debate su existencia misma entre la creación de nuevas metodologías de acercamiento al pensamiento del consumidor, la efectividad de sus conocimiento dados a la industria y el yugo social que acarrea esta ciencia debido a la potencial coerción a los consumidores debido a sus hallazgos.

Does uncertainty cause inertia in decision making? An experimental study of the role of regret aversion and indecisiveness

Previous research has shown that often there is clear inertia in individual decision making---that is, a tendency for decision makers to choose a status quo option. I conduct a laboratory experiment to investigate two potential determinants of inertia in uncertain environments: (i) regret aversion and (ii) ambiguity-driven indecisiveness. I use a between-subjects design with varying conditions to identify the effects of these two mechanisms on choice behavior. In each condition, participants choose between two simple real gambles, one of which is the status quo option. I find that inertia is quite large and that both mechanisms are equally important.

Risk, ambiguity, and diversification

Attitudes toward risk influence the decision to diversify among uncertain options. Yet, because in most situations the options are ambiguous, attitudes toward ambiguity may also play an important role. I conduct a laboratory experiment to investigate the effect of ambiguity on the decision to diversify. I find that diversification is more prevalent and more persistent under ambiguity than under risk. Moreover, excess diversification under ambiguity is driven by participants who stick with a status quo gamble when diversification among gambles is not feasible. This behavioral pattern cannot be accommodated by major theories of choice under ambiguity.

El risc dinàmic: concepte, mesura i determinants econòmics

Aquesta tesi té la intenció de realitzar una contribució metodològica en el camp de la direcció estratègica, per mitjà de tres objectius: la revisió del concepte de risc ex post o realitzat per l'àmbit de la direcció estratègica; la concreció d'aquest concepte en una mesura de risc vàlida; i l'exploració de les possibilitats i l'interès de la descomposició del risc en diferents determinants que puguin explicar-ne la seva naturalesa. El primer objectiu es du a terme prenent com a base el concepte intuïtiu de risc i revisant la literatura en els camps més afins, especialment en la teoria comportamental de la decisió i la direcció estratègica. L'anàlisi porta a formular el risc ex post d'una activitat com el grau en què no s'han assolit els objectius per a aquesta activitat. La concreció d'aquesta definició al camp de la direcció estratègica implica que els objectius han de portar a l'obtenció de l'avantatge competitiu sostenible, el que descobreix l'interès de realitzar la mesura del risc a curt termini, és a dir, estàticament, i a llarg termini, és a dir, dinàmicament, pel que es defineix una mesura de Risc Estàtic i una altra de Risc dinàmic, respectivament. En l'anàlisi apareixen quatre dimensions conceptuals bàsiques a incorporar en les mesures: sign dependence, relativa, longitudinal i path dependence. Addicionalment, la consideració de que els resultats puguin ser cardinals o ordinals justifica que es formulin les dues mesures anteriors per a resultats cardinals i, en segon lloc, per a resultats ordinals. Les mesures de risc que es proposen sintetitzen els resultats ex post obtinguts en una mesura de centralitat relativa dels resultats, el Risc Estàtic, i una mesura de la tendència temporal dels resultats, el Risc Dinàmic. Aquesta proposta contrasta amb el plantejament tradicional dels models esperança-variància. Les mesures desenvolupades s'avaluen amb un sistema de propietats conceptuals i tècniques que s'elaboren expressament en la tesi i que permeten demostrar el seu gra de validesa i el de les mesures existents en la literatura, destacant els problemes de validesa d'aquestes darreres. També es proporciona un exemple teòric il·lustratiu de les mesures proposades que dóna suport a l'avaluació realitzada amb el sistema de propietats. Una contribució destacada d'aquesta tesi és la demostració de que les mesures de risc proposades permeten la descomposició additiva del risc si els resultats o diferencials de resultats es descomponen additivament. Finalment, la tesi inclou una aplicació de les mesures de Risc Estàtic i Dinàmic cardinals, així com de la seva descomposició, a l'anàlisi de la rendibilitat del sector bancari espanyol, en el període 1987-1999. L'aplicació il·lustra la capacitat de les mesures proposades per a analitzar la manifestació de l'avantatge competitiu, la seva evolució i naturalesa econòmica. En les conclusions es formulen possibles línees d'investigació futures.

Admonición y utopía: acerca de la insularidad poética de Almafuerte (Crítica)

La obra del escritor argentino Almafuerte presenta notables contrastes, dentro del contexto de emergencia de la literatura porteña de la década del 1880. Esta peculiaridad, que articula aspectos biográficos y preferencias literarias, puede analizarse tomando en cuenta la fractura que genera en el imaginario social dominante, legitimado por la élite dirigente del 80. Este artículo propone un estudio de estas problemáticas, mediante el recorte de un tópico de la poesía de Almafuerte, la creación discursiva de la chusma, y las consecutivas denuncias y postulaciones superadoras, coronadas por la formulación de una utopía. Tras este recorrido, puede apreciarse en detalle los conflictos sociohistóricos contemporáneos, especialmente las tensiones entre imaginarios sociales, que fueron registrados y resignificados por la escritura de Almafuerte.

Truth in complex adaptive systems models should be based on truth by constructive verification

It is argued that the truth status of emergent properties of complex adaptive systems models should be based on an epistemology of proof by constructive verification and therefore on the ontological axioms of a non-realist logical system such as constructivism or intuitionism. ‘Emergent’ properties of complex adaptive systems (CAS) models create particular epistemological and ontological challenges. These challenges bear directly on current debates in the philosophy of mathematics and in theoretical computer science. CAS research, with its emphasis on computer simulation, is heavily reliant on models which explore the entailments of Formal Axiomatic Systems (FAS). The incompleteness results of Gödel, the incomputability results of Turing, and the Algorithmic Information Theory results of Chaitin, undermine a realist (platonic) truth model of emergent properties. These same findings support the hegemony of epistemology over ontology and point to alternative truth models such as intuitionism, constructivism and quasi-empiricism.

Computer Theorem Proving and HoTT

Theorem-proving is a one-player game. The history of computer programs being the players goes back to 1956 and the ‘LT’ LOGIC THEORY MACHINE of Newell, Shaw and Simon. In game-playing terms, the ‘initial position’ is the core set of axioms chosen for the particular logic and the ‘moves’ are the rules of inference. Now, the Univalent Foundations Program at IAS Princeton and the resulting ‘HoTT’ book on Homotopy Type Theory have demonstrated the success of a new kind of experimental mathematics using computer theorem proving.

The lottery-panel task for bi-dimensional parameter-free elicitation of risk attitudes

We propose first, a simple task for the eliciting attitudes toward risky choice, the SGG lottery-panel task, which consists in a series of lotteries constructed to compensate riskier options with higher risk-return trade-offs. Using Principal Component Analysis technique, we show that the SGG lottery-panel task is capable of capturing two dimensions of individual risky decision making i.e. subjects’ average risk taking and their sensitivity towards variations in risk-return. From the results of a large experimental dataset, we confirm that the task systematically captures a number of regularities such as: A tendency to risk averse behavior (only around 10% of choices are compatible with risk neutrality); An attraction to certain payoffs compared to low risk lotteries, compatible with over-(under-) weighting of small (large) probabilities predicted in PT and; Gender differences, i.e. males being consistently less risk averse than females but both genders being similarly responsive to the increases in risk-premium. Another interesting result is that in hypothetical choices most individuals increase their risk taking responding to the increase in return to risk, as predicted by PT, while across panels with real rewards we see even more changes, but opposite to the expected pattern of riskier choices for higher risk-returns. Therefore, we conclude from our data that an “economic anomaly” emerges in the real reward choices opposite to the hypothetical choices. These findings are in line with Camerer's (1995) view that although in many domains, paid subjects probably do exert extra mental effort which improves their performance, choice over money gambles is not likely to be a domain in which effort will improve adherence to rational axioms (p. 635). Finally, we demonstrate that both dimensions of risk attitudes, average risk taking and sensitivity towards variations in the return to risk, are desirable not only to describe behavior under risk but also to explain behavior in other contexts, as illustrated by an example. In the second study, we propose three additional treatments intended to elicit risk attitudes under high stakes and mixed outcome (gains and losses) lotteries. Using a dataset obtained from a hypothetical implementation of the tasks we show that the new treatments are able to capture both dimensions of risk attitudes. This new dataset allows us to describe several regularities, both at the aggregate and within-subjects level. We find that in every treatment over 70% of choices show some degree of risk aversion and only between 0.6% and 15.3% of individuals are consistently risk neutral within the same treatment. We also confirm the existence of gender differences in the degree of risk taking, that is, in all treatments females prefer safer lotteries compared to males. Regarding our second dimension of risk attitudes we observe, in all treatments, an increase in risk taking in response to risk premium increases. Treatment comparisons reveal other regularities, such as a lower degree of risk taking in large stake treatments compared to low stake treatments and a lower degree of risk taking when losses are incorporated into the large stake lotteries. Results that are compatible with previous findings in the literature, for stake size effects (e.g., Binswanger, 1980; Antoni Bosch-Domènech & Silvestre, 1999; Hogarth & Einhorn, 1990; Holt & Laury, 2002; Kachelmeier & Shehata, 1992; Kühberger et al., 1999; B. J. Weber & Chapman, 2005; Wik et al., 2007) and domain effect (e.g., Brooks and Zank, 2005, Schoemaker, 1990, Wik et al., 2007). Whereas for small stake treatments, we find that the effect of incorporating losses into the outcomes is not so clear. At the aggregate level an increase in risk taking is observed, but also more dispersion in the choices, whilst at the within-subjects level the effect weakens. Finally, regarding responses to risk premium, we find that compared to only gains treatments sensitivity is lower in the mixed lotteries treatments (SL and LL). In general sensitivity to risk-return is more affected by the domain than the stake size. After having described the properties of risk attitudes as captured by the SGG risk elicitation task and its three new versions, it is important to recall that the danger of using unidimensional descriptions of risk attitudes goes beyond the incompatibility with modern economic theories like PT, CPT etc., all of which call for tests with multiple degrees of freedom. Being faithful to this recommendation, the contribution of this essay is an empirically and endogenously determined bi-dimensional specification of risk attitudes, useful to describe behavior under uncertainty and to explain behavior in other contexts. Hopefully, this will contribute to create large datasets containing a multidimensional description of individual risk attitudes, while at the same time allowing for a robust context, compatible with present and even future more complex descriptions of human attitudes towards risk.

Transreal arithmetic as a consistent basis for paraconsistent logics

Paraconsistent logics are non-classical logics which allow non-trivial and consistent reasoning about inconsistent axioms. They have been pro- posed as a formal basis for handling inconsistent data, as commonly arise in human enterprises, and as methods for fuzzy reasoning, with applica- tions in Artificial Intelligence and the control of complex systems. Formalisations of paraconsistent logics usually require heroic mathe- matical efforts to provide a consistent axiomatisation of an inconsistent system. Here we use transreal arithmetic, which is known to be consis- tent, to arithmetise a paraconsistent logic. This is theoretically simple and should lead to efficient computer implementations. We introduce the metalogical principle of monotonicity which is a very simple way of making logics paraconsistent. Our logic has dialetheaic truth values which are both False and True. It allows contradictory propositions, allows variable contradictions, but blocks literal contradictions. Thus literal reasoning, in this logic, forms an on-the- y, syntactic partition of the propositions into internally consistent sets. We show how the set of all paraconsistent, possible worlds can be represented in a transreal space. During the development of our logic we discuss how other paraconsistent logics could be arithmetised in transreal arithmetic.

Building employee relationships through corporate social responsibility: the moderating role of social cynicism and reward for application

We explore the role of deeply held beliefs, known as social axioms, in the context of employee–organization relationships. Specifically, we examine how the beliefs identified as social cynicism and reward for application moderate the relationship between employees’ work-related experiences, perceptions of CSR, attitudes, and behavioral intentions toward their firm. Utilizing a sample of 130 retail employees, we find that CSR affects more positively employees low on social cynicism and reduces distrust more so than with cynical employees. Employees exhibiting strong reward for application are less positively affected by CSR, whereas their experiences of other work-related factors are more likely to reduce distrust. Our findings suggest the need for a differentiated view of CSR in the context of employee studies and offer suggestions for future research and management practice.

Formal validation of automated policy refinement in the management of network security systems

Policy hierarchies and automated policy refinement are powerful approaches to simplify administration of security services in complex network environments. A crucial issue for the practical use of these approaches is to ensure the validity of the policy hierarchy, i.e. since the policy sets for the lower levels are automatically derived from the abstract policies (defined by the modeller), we must be sure that the derived policies uphold the high-level ones. This paper builds upon previous work on Model-based Management, particularly on the Diagram of Abstract Subsystems approach, and goes further to propose a formal validation approach for the policy hierarchies yielded by the automated policy refinement process. We establish general validation conditions for a multi-layered policy model, i.e. necessary and sufficient conditions that a policy hierarchy must satisfy so that the lower-level policy sets are valid refinements of the higher-level policies according to the criteria of consistency and completeness. Relying upon the validation conditions and upon axioms about the model representativeness, two theorems are proved to ensure compliance between the resulting system behaviour and the abstract policies that are modelled.

Base Revision for Ontology Debugging

Belief Revision deals with the problem of adding new information to a knowledge base in a consistent way. Ontology Debugging, on the other hand, aims to find the axioms in a terminological knowledge base which caused the base to become inconsistent. In this article, we propose a belief revision approach in order to find and repair inconsistencies in ontologies represented in some description logic (DL). As the usual belief revision operators cannot be directly applied to DLs, we propose new operators that can be used with more general logics and show that, in particular, they can be applied to the logics underlying OWL-DL and Lite.

Skolutveckling som diskursiv praktik : Några ideologiska implikationer

This study aims at highlighting the ideological implications of school development as a discursive practice. More comprehensively the aim is also contributing to rearrangements and shifts in perspective when school development is the matter. One of today´s most widespread and dominant discourses are said to be the one which concerns development, and according to many interpreters, development is one of the most prominent commandments in the modern as well as the post-modern narratives. School development as a concept has for the last 15 years established itself firmly in both Swedish school policy and in Swedish school research. It may sound obvious and commendable but also such axioms may be questioned.The design of the study lies in the field of discourse research and more specifically within critical discursive psychology, which draws on both a post-structural and a postmodern conception of discourse. The study is based on the idea that the ideological potential of arguments occurs, develops and changes in discursive practices and not anywhere else or at any abstract level. The starting point is a perception that certain issues and topics within e.g. conversation, depending on time and context will be seen as controversial, while others will be taken for granted.One part of the basis of the study consists of texts with a direct bearing on a specific school research and development project which took place between 2003 and 2008. Participating partners in the collaboration were the Swedish National Agency for School Improvement, Karlstad University, Dalarna University and 13 municipalities in Sweden. Another part of the basis of the study consists of texts in which ‘school development’ is considered and negotiated in more general terms, usually without reference to the project. All texts derive from the period 2003 – 2006.The analysis shows that school development as discursive practice often rely on a set of stereotypical expressions and ways of arguing. Stereotypes, which among other things, tend to divide people into suitable and non-suitable, capable and non-capable, which may be regarded as a somewhat unexpected implication of school development. The material has been dramatized by an intrigue inspired by the sociologist Zygmunt Bauman´s texts. He has written extensively on the modern in relation to the postmodern and about the ambivalence which resides in between and school development as discursive practice can be understood in much the similar way.

Rethinking profeminist men's behaviour change programs

Many of the programs operating in Australia for men who are violent to their women partners claim to have a profeminist framework. These programs cite the importance of challenging the control that male perpetrators have over women partners. Given the development of policy frameworks, standards manuals and best practice models that espouse a commitment to feminist analyses, women’s safety and accountability, most commentators have concluded that feminist concerns about men’s programs have been adequately responded to in the current climate. This article will review the key axioms underpinning programs that espouse a profeminist analysis to assess the extent to which feminist analyses of men’s violence are incorporated into the principles, theories and strategies for working with violent men.

The nash solution and relevant expansions

In this paper we propose a new axiom, Relevant Balanced Expansion Monotonicity (RBEM), to replace Nash’s original Independence of Irrelevant Alternatives (HA) axiom. Using the RBEM axiom and the other three original axioms suggested by Nash we provide a characterization of the Nash Solution.