{"id":67498,"date":"2026-09-03T15:04:25","date_gmt":"2026-09-03T13:04:25","guid":{"rendered":"https:\/\/www.euncet.com\/blog\/?p=67498"},"modified":"2026-09-03T11:25:28","modified_gmt":"2026-09-03T09:25:28","slug":"psicologia-consumidor-principios-decisiones-compra","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/","title":{"rendered":"Psicologia del consumidor: els principis que expliquen les decisions de compra"},"content":{"rendered":"\n<p>Alguna vegada has entrat a una botiga a comprar un sol article i n&#8217;has sortit amb tres bosses plenes? O potser has pagat m\u00e9s per un producte simplement perqu\u00e8 tenia una etiqueta d&#8217;\u00abedici\u00f3 limitada\u00bb? Si la resposta \u00e9s afirmativa, has experimentat en primera persona el poder de la&nbsp;<strong><em>psicologia del consumidor: exemples i campanyes<\/em><\/strong>. Lluny de ser decisions purament racionals basades en l&#8217;an\u00e0lisi de cost-benefici, les nostres eleccions de compra estan profundament arrelades en processos cognitius i emocionals que, majorit\u00e0riament, tenen lloc per sota del nostre nivell de consci\u00e8ncia.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#El_mite_del_comprador_racional\" >El mite del comprador racional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#Els_6_principis_de_la_persuasio_aplicats_a_casos_reals\" >Els 6 principis de la persuasi\u00f3 aplicats a casos reals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#Llista_de_verificacio_com_aplicar_la_psicologia_del_consumidor_en_la_teva_proxima_campanya\" >Llista de verificaci\u00f3: com aplicar la psicologia del consumidor en la teva pr\u00f2xima campanya<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#Neuromarqueting_mesurant_allo_invisible\" >Neurom\u00e0rqueting: mesurant all\u00f2 invisible<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#Format_per_dominar_la_psicologia_en_marqueting\" >Forma&#8217;t per dominar la psicologia en m\u00e0rqueting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/#Preguntes_frequents_FAQ\" >Preguntes freq\u00fcents (FAQ)<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>En un mercat on la compet\u00e8ncia per l&#8217;atenci\u00f3 \u00e9s ferotge, comprendre el comportament del consumidor ja no \u00e9s un luxe reservat a les grans corporacions; \u00e9s una necessitat de superviv\u00e8ncia. Segons investigacions recents\u00a0<a href=\"https:\/\/doi.org\/10.1093\/jcr\/ucae008\" target=\"_blank\" rel=\"noreferrer noopener\">publicades al\u00a0<em>Journal of Consumer Research<\/em>\u00a0(2024)<\/a>, fins al 95 % de les decisions de compra tenen lloc en la ment subconscient, all\u00f2 que en m\u00e0rqueting anomenem \u00abla caixa negra\u00bb del consumidor. Aix\u00f2 significa que, si la teva estrat\u00e8gia de m\u00e0rqueting apel\u00b7la \u00fanicament a la l\u00f2gica, ignores la immensa majoria dels factors que realment impulsen la venda.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_mite_del_comprador_racional\"><\/span>El mite del comprador racional<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Per entendre com prenem decisions de compra, hem de rec\u00f3rrer al marc te\u00f2ric desenvolupat pel psic\u00f2leg i Premi Nobel d&#8217;Economia Daniel Kahneman. En la seva obra fonamental, Kahneman divideix el pensament hum\u00e0 en dos sistemes operatius:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sistema 1 (r\u00e0pid i emocional):<\/strong>\u00a0\u00c9s autom\u00e0tic, intu\u00eftiu, no requereix esfor\u00e7 conscient i \u00e9s responsable de la gran majoria de les nostres decisions di\u00e0ries.<\/li>\n\n\n\n<li><strong>Sistema 2 (lent i racional):<\/strong>\u00a0\u00c9s deliberatiu, anal\u00edtic, requereix esfor\u00e7 i s&#8217;activa nom\u00e9s quan ens enfrontem a problemes complexos.<\/li>\n<\/ul>\n\n\n\n<p>L&#8217;an\u00e0lisi psicol\u00f2gica revela que el m\u00e0rqueting m\u00e9s efectiu \u00e9s el que aconsegueix comunicar-se directament amb el Sistema 1. Quan una marca de cotxes de luxe ven \u00abestatus\u00bb en lloc d&#8217;\u00abespecificacions del motor\u00bb, o quan una aerol\u00ednia ven \u00abtranquil\u00b7litat\u00bb en lloc de vendre simplement \u00abun seient en un avi\u00f3\u00bb, apel\u00b7la a aquest sistema emocional r\u00e0pid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Els_6_principis_de_la_persuasio_aplicats_a_casos_reals\"><\/span>Els 6 principis de la persuasi\u00f3 aplicats a casos reals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La ci\u00e8ncia del consumidor ha identificat patrons predictibles en la manera com responem a determinats est\u00edmuls. El Dr.\u00a0<a href=\"https:\/\/ca.wikipedia.org\/wiki\/Robert_Cialdini\" target=\"_blank\" rel=\"noreferrer noopener\">Robert Cialdini<\/a>\u00a0va codificar aquests patrons en sis principis universals d&#8217;influ\u00e8ncia. Vegem com s&#8217;apliquen en casos pr\u00e0ctics de m\u00e0rqueting:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Reciprocitat: l&#8217;impuls de tornar el favor<\/h3>\n\n\n\n<p>Els \u00e9ssers humans estem programats per sentir-nos en deute quan rebem alguna cosa de valor. En el context comercial, aix\u00f2 explica per qu\u00e8 les mostres gratu\u00eftes augmenten dr\u00e0sticament les taxes de conversi\u00f3.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>&nbsp;Spotify o Netflix ofereixen 30 dies de prova gratu\u00efta. No \u00e9s nom\u00e9s perqu\u00e8 provis el producte; tamb\u00e9 hi ha la subtil obligaci\u00f3 psicol\u00f2gica de correspondre al gest, a m\u00e9s de crear un h\u00e0bit d&#8217;\u00fas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Comprom\u00eds i coher\u00e8ncia: la necessitat de ser consistents<\/h3>\n\n\n\n<p>Un cop prenem una decisi\u00f3 o adoptem una postura, afrontem pressions per comportar-nos de manera coherent amb aquest comprom\u00eds.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>&nbsp;Duolingo et demana que estableixis una meta di\u00e0ria, per exemple, \u00ab5 minuts al dia\u00bb, tan bon punt t&#8217;hi registres. En comprometre&#8217;t p\u00fablicament amb aquesta petita meta, \u00e9s molt m\u00e9s probable que mantinguis la ratxa, la famosa&nbsp;<em>streak<\/em>, per ser coherent amb la teva decisi\u00f3 inicial.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Prova social: l&#8217;efecte ramat<\/h3>\n\n\n\n<p>En situacions d&#8217;incertesa, mirem qu\u00e8 fan els altres per determinar qu\u00e8 \u00e9s correcte. El comportament del consumidor es veu profundament afectat per la validaci\u00f3 dels seus iguals.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>&nbsp;Booking.com \u00e9s el mestre de la prova social. Missatges com \u00abA 15 persones m\u00e9s els interessa aquest allotjament\u00bb o \u00abPuntuaci\u00f3 de 9,2 basada en 3.400 comentaris\u00bb redueixen la fricci\u00f3 en la decisi\u00f3 de compra en mostrar que altres persones ja han validat l&#8217;opci\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Autoritat: la confian\u00e7a en els experts<\/h3>\n\n\n\n<p>Tendim a obeir figures d&#8217;autoritat percebuda. L&#8217;autoritat redueix la fricci\u00f3 en el proc\u00e9s de decisi\u00f3, ja que el consumidor delega l&#8217;an\u00e0lisi racional en l&#8217;expert.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>&nbsp;Les marques de pasta de dents com Oral-B o Sensodyne sempre inclouen en les seves campanyes el missatge \u00abLa marca m\u00e9s recomanada pels dentistes\u00bb, sovint acompanyat d&#8217;un actor amb bata blanca. Aquesta figura d&#8217;autoritat valida el producte instant\u00e0niament.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Simpatia: comprem a qui ens agrada<\/h3>\n\n\n\n<p>Preferim dir \u00abs\u00ed\u00bb a les persones que coneixem i que ens cauen b\u00e9. Les marques construeixen simpatia a trav\u00e9s de la similitud, els elogis i la cooperaci\u00f3 cap a objectius comuns.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>\u00a0Les\u00a0<a href=\"https:\/\/www.dove.com\/es\/stories\/campaigns.html\" target=\"_blank\" rel=\"noreferrer noopener\">campanyes de Dove per la \u00abBellesa Real\u00bb<\/a>\u00a0van generar una gran simpatia en mostrar dones reals en lloc de models inassolibles. Les consumidores es van sentir identificades i compreses, fet que va disparar l&#8217;afinitat cap a la marca.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Escassetat: la por de perdre l&#8217;oportunitat<\/h3>\n\n\n\n<p>Les oportunitats ens semblen m\u00e9s valuoses quan la seva disponibilitat \u00e9s limitada. El&nbsp;<em>FOMO<\/em>&nbsp;(<em>Fear Of Missing Out<\/em>) \u00e9s un catalitzador poder\u00f3s de l&#8217;acci\u00f3.<\/p>\n\n\n\n<p><strong>Cas real:<\/strong>&nbsp;Les aerol\u00ednies de baix cost com Ryanair utilitzen t\u00e0ctiques com \u00abNom\u00e9s queden 2 seients a aquest preu\u00bb. Aix\u00f2 accelera la decisi\u00f3 de compra en introduir en l&#8217;usuari un sentit d&#8217;urg\u00e8ncia real.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Llista_de_verificacio_com_aplicar_la_psicologia_del_consumidor_en_la_teva_proxima_campanya\"><\/span>Llista de verificaci\u00f3: com aplicar la psicologia del consumidor en la teva pr\u00f2xima campanya<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Abans de llan\u00e7ar la teva pr\u00f2xima campanya de m\u00e0rqueting, revisa aquesta llista de verificaci\u00f3 per assegurar-te que actives els ressorts psicol\u00f2gics adequats:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>El missatge apel\u00b7la al Sistema 1?<\/strong>\u00a0\u00c9s emocional, visual, f\u00e0cil de processar i no requereix una an\u00e0lisi l\u00f2gica profunda.<\/li>\n\n\n\n<li><strong>Has redu\u00eft la fricci\u00f3 de l&#8217;elecci\u00f3?<\/strong>\u00a0Evita la paradoxa de l&#8217;elecci\u00f3: ofereix 3 opcions clares en lloc de 20 de confuses.<\/li>\n\n\n\n<li><strong>Inclou prova social visible?<\/strong>\u00a0Testimonis reals, valoracions o nombre de clients actuals.<\/li>\n\n\n\n<li><strong>Hi ha un element d&#8217;urg\u00e8ncia o d&#8217;escassetat justificada?<\/strong>\u00a0Places limitades, oferta temporal real o edici\u00f3 especial.<\/li>\n\n\n\n<li><strong>El preu utilitza l&#8217;efecte \u00e0ncora?<\/strong>\u00a0Mostra el preu original ratllat al costat del preu rebaixat o situa una opci\u00f3\u00a0<em>premium<\/em>\u00a0al costat de l&#8217;opci\u00f3 est\u00e0ndard.<\/li>\n\n\n\n<li><strong>Ofereixes valor abans de demanar la venda?<\/strong>\u00a0Aplica el principi de reciprocitat mitjan\u00e7ant un recurs gratu\u00eft, una prova o contingut \u00fatil.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Neuromarqueting_mesurant_allo_invisible\"><\/span>Neurom\u00e0rqueting: mesurant all\u00f2 invisible<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&#8217;evoluci\u00f3 de la tecnologia ha perm\u00e8s que l&#8217;an\u00e0lisi del consumidor passi de les enquestes, en qu\u00e8 la gent diu all\u00f2 que creu que fa, al mesurament biom\u00e8tric, en qu\u00e8 veiem all\u00f2 que realment fa. El\u00a0<a href=\"https:\/\/www.euncet.com\/blog\/ca\/blog-2\/?p=41612&#038;p=65984\" target=\"_blank\" rel=\"noreferrer noopener\">neurom\u00e0rqueting<\/a>\u00a0utilitza eines com l&#8217;<em>eye-tracking<\/em>\u00a0(seguiment ocular), l&#8217;electroencefalografia (EEG) i la resposta galv\u00e0nica de la pell per mesurar les reaccions subconscients als est\u00edmuls de m\u00e0rqueting.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>M\u00e8trica de neurom\u00e0rqueting<\/th><th>Qu\u00e8 mesura<\/th><th>Aplicaci\u00f3 pr\u00e0ctica en m\u00e0rqueting<\/th><\/tr><\/thead><tbody><tr><td><em>Eye-tracking<\/em><\/td><td>Fixaci\u00f3 visual i recorregut de la mirada.<\/td><td>Optimitzaci\u00f3 de la jerarquia visual en&nbsp;<em>landing pages<\/em>&nbsp;i&nbsp;<em>packaging<\/em>.<\/td><\/tr><tr><td>EEG (electroencefalograma)<\/td><td>Activitat el\u00e8ctrica cerebral: atenci\u00f3 i emoci\u00f3.<\/td><td>Avaluaci\u00f3 de l&#8217;impacte emocional d&#8217;un espot publicitari segon a segon.<\/td><\/tr><tr><td>Biometria (ritme card\u00edac)<\/td><td>Nivell d&#8217;excitaci\u00f3 o estr\u00e8s fisiol\u00f2gic.<\/td><td>Mesurament de la intensitat de la resposta davant d&#8217;un&nbsp;<em>call to action<\/em>&nbsp;o d&#8217;una oferta.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Els estudis d&#8217;<em>eye-tracking<\/em>, per exemple, han demostrat de manera consistent que els consumidors fixen la mirada en elements emocionals, com els rostres humans, molt abans de processar la informaci\u00f3 racional, com el preu o les caracter\u00edstiques t\u00e8cniques. Aquesta informaci\u00f3 \u00e9s molt valuosa per al disseny d&#8217;interf\u00edcies i la segmentaci\u00f3 psicogr\u00e0fica.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Format_per_dominar_la_psicologia_en_marqueting\"><\/span>Forma&#8217;t per dominar la psicologia en m\u00e0rqueting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les decisions de compra s\u00f3n el resultat d&#8217;una dansa complexa entre l&#8217;emoci\u00f3 i la ra\u00f3, en qu\u00e8 l&#8217;emoci\u00f3 gaireb\u00e9 sempre pren la iniciativa. La influ\u00e8ncia en la compra no s&#8217;aconsegueix cridant m\u00e9s fort les caracter\u00edstiques d&#8217;un producte, sin\u00f3 xiuxiuejant a les motivacions subconscients del consumidor. Per aix\u00f2, quan integres els principis de la psicologia en la teva estrat\u00e8gia de m\u00e0rqueting, deixes de vendre productes per comen\u00e7ar a oferir solucions que ressonen profundament amb la naturalesa humana.<\/p>\n\n\n\n<p>Si vols aprofundir en aquestes din\u00e0miques i aprendre a aplicar la ci\u00e8ncia del comportament a les teves estrat\u00e8gies comercials, el\u00a0<a href=\"https:\/\/www.euncet.com\/ca\/cursos-de-formacio\/curs-psicologia-consumidor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Curs de Psicologia del Consumidor<\/a>\u00a0d&#8217;Euncet Business School et proporciona les eines anal\u00edtiques i pr\u00e0ctiques necess\u00e0ries. A trav\u00e9s d&#8217;aquest programa, dominar\u00e0s els factors de decisi\u00f3 de compra i aprendr\u00e0s a dissenyar experi\u00e8ncies de client que no nom\u00e9s converteixin, sin\u00f3 que fidelitzin a llarg termini.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Preguntes_frequents_FAQ\"><\/span>Preguntes freq\u00fcents (FAQ)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Qu\u00e8 s\u00f3n els biaixos de compra i com afecten el consumidor?<\/h3>\n\n\n\n<p>Els biaixos de compra s\u00f3n dreceres mentals, o heur\u00edstiques, que el nostre cervell utilitza per prendre decisions r\u00e0pides sense haver de processar tota la informaci\u00f3 disponible. Afecten el consumidor fent-li percebre el valor de manera subjectiva. Per exemple, l&#8217;\u00abefecte \u00e0ncora\u00bb fa que un producte de 50 \u20ac sembli barat si abans n&#8217;hem vist un de 200 \u20ac, independentment del seu valor real.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c9s \u00e8tic utilitzar la psicologia del consumidor en m\u00e0rqueting?<\/h3>\n\n\n\n<p>S\u00ed, sempre que s&#8217;utilitzi per facilitar la presa de decisions i connectar el producte adequat amb la persona que el necessita. La l\u00ednia \u00e8tica es traspassa quan s&#8217;utilitzen \u00abpatrons foscos\u00bb (<em>dark patterns<\/em>) per enganyar l&#8217;usuari, crear escassetat falsa o for\u00e7ar compres no desitjades. El bon m\u00e0rqueting persuasiu ajuda el client a decidir; la manipulaci\u00f3 l&#8217;enganya.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Com puc aplicar la prova social si la meva empresa acaba de comen\u00e7ar i no t\u00e9 clients?<\/h3>\n\n\n\n<p>Si no tens un volum de clients que permeti mostrar xifres grans, centra&#8217;t en la qualitat de la prova social. Aconsegueix testimonis detallats dels teus primers usuaris, o&nbsp;<em>beta testers<\/em>; mostra casos d&#8217;estudi en profunditat de com has resolt un problema espec\u00edfic, o recolza&#8217;t en el principi d&#8217;autoritat mostrant certificacions, premis o mencions en mitjans del teu sector..<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alguna vegada has entrat a una botiga a comprar un sol article i n&#8217;has sortit amb tres bosses plenes? O potser has pagat m\u00e9s per un producte simplement perqu\u00e8 tenia una etiqueta d&#8217;\u00abedici\u00f3 limitada\u00bb? Si la resposta \u00e9s afirmativa, has experimentat en primera persona el poder de la&nbsp;psicologia del consumidor: exemples i campanyes. Lluny de [&hellip;]<\/p>\n","protected":false},"author":33,"featured_media":67820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[452],"tags":[689],"class_list":["post-67498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacio-i-tecnologia","tag-psicologia-del-consumidor"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Psicologia del consumidor \u25b6 els principis que expliquen les decisions de compra<\/title>\n<meta name=\"description\" content=\"En un mercat on la compet\u00e8ncia per l&#039;atenci\u00f3 \u00e9s ferotge, comprendre el comportament del consumidor ja no \u00e9s un luxe reservat a les grans corporacions; \u00e9s una necessitat de superviv\u00e8ncia. \u25b6 Segons investigacions recents publicades al Journal of Consumer Research (2024), fins al 95 % de les decisions de compra tenen lloc en la ment subconscient, all\u00f2 que en m\u00e0rqueting anomenem \u00abla caixa negra\u00bb del consumidor. Aix\u00f2 significa que, si la teva estrat\u00e8gia de m\u00e0rqueting apel\u00b7la \u00fanicament a la l\u00f2gica, ignores la immensa majoria dels factors que realment impulsen la venda.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.euncet.com\/blog\/ca\/psicologia-consumidor-principios-decisiones-compra\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psicologia del consumidor \u25b6 els principis que expliquen les decisions de compra\" \/>\n<meta property=\"og:description\" content=\"En un mercat on la compet\u00e8ncia per l&#039;atenci\u00f3 \u00e9s ferotge, comprendre el comportament del consumidor ja no \u00e9s un luxe reservat a les grans corporacions; \u00e9s una necessitat de superviv\u00e8ncia. \u25b6 Segons investigacions recents publicades al Journal of Consumer Research (2024), fins al 95 % de les decisions de compra tenen lloc en la ment subconscient, all\u00f2 que en m\u00e0rqueting anomenem \u00abla caixa negra\u00bb del consumidor. 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