Consumer Behavior Lab

Sabemos que los consumidores se equivocan predeciblemente al momento de elegir, por esto, en nuestro laboratorio desarrollamos y probamos métodos eficientes para alterar las conductas de los consumidores. 

Gracias nuestros convenios con las más importantes universidades en Latinoamérica y Europa, contamos con la tecnología necesaria para medir las respuestas fisiológicas del consumidor para comprender la atención, sensación y percepción en tiempo real.​



Medimos en tiempo real, en donde concentramos nuestra atención visual en ambientes virtuales.

Social Experiments

Desarrollamos científicamente métodos que alteran la conducta del consumidor.



Medimos la actividad Neuronal para entender la excitación mental del consumidor durante la compra.



Alta experiencia en estudios de preferencias, comportamiento de compra, elección y decsión en consumidores.

Conferencias recomendadas

How to make choosing easier
Sheena Iyengar
The paradox of choice
Barry Schwartz
Choice, happiness and spaghetti sauce 
Malcolm Gladwell
The surprising science of happiness
Dan Gilbert
Inside the mind of a master procrastinator
Tim Urban
Are we in control of our decisions?
Dan Ariely
The art of choosing
Sheena Iyengar
Predictably Irrational - basic human motivations
Dan Ariely
The riddle of experience vs. memory
Daniel Kahneman
The surprising habits of original thinkers
Adam Grant

Investigaciones recomendadas

How and when advertising can influence memory for consumer experience?

Consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product.


Measuring emotions in the consumption experience

This article reviews the emotion measures currently used in consumer research and the theories on which they are based.

Decision making under time pressure, modeled in a prospect theory framework

In Experiments 1 and 2, time pressure led to increased risk attractiveness, but no significant differences emerged in either probability discriminability or outcome utility. In Experiment 3, time pressure reduced probability discriminability, which was coupled with severe risk-seeking behavior for both conditions in the domain of losses.


The Use of Information in Decision Making: An Experimental Investigation of the Impact of Computer-Based Decision Aids

The traditional assumption in the decision support systems (DSS) literature is that if decision-makers are provided with expanded processing capabilities they will use them to analyze problems in more depth and, as a result, make better decisions. Empirical studies investigating the relationship between DSS and decision quality have not borne this out.


Decision Field Theory: A Dynamic-Cognitive Approach to Decision Making in an Uncertain Environment

This theory is used to explain (a) violations of stochastic dominance, (b) violations of strong stochastic transitivity, (c) violations of independence  between alternatives, (d) serial position effects on preference, (e) speed-accuracy tradeoff effects in decision making, (f) the inverse relation between choice probability and decision time, (g) changes in the direction of preference under time pressure, (h) slower decision times for avoidance as compared with approach conflicts, and (i) preference reversals between choice and
selling price measures of preference.

The Affect Heuristic in Judgments of Risks and Benefits

This paper re-examines the commonly observed inverse relationship between perceived risk and perceived benefit. We propose that this relationship occurs because people rely on effect when judging the risk and benefit of specific hazards.

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