Changing preferences and cognitive processes

Abstract

Neste artigo, o autor levanta algumas questões sobre a relação existente entre os processos cognitivos e os padrões de comportamento do consumidor racional. Admitindo que a racionalidade se exprime na utilização óptima da informação disponível, o consumidor racional tem de conciliar dois tipos de forças opostas, isto é, as que incitam a alterar os gostos e as que aconselham a não os modificar, mesmo que haja alterações de preço. A solução sugerida pelo autor para a resolução desse conflito harmoniza-se com os processos cognitivos e visa, na mesma linha de Herbert Simon, introduzir uma base cognitiva na teoria das escolhas racionais.

Dans cet article, l’auteur aborde quelques points relatifs à la relation existante entre les procédés cognitifs et les styles de comportement du consommateur rationnel. En admettant que la rationnalité s’exprime dans l’utilisation optimale de l’information disponible, le consommateur rationnel doit concilier deux types de forces opposées, celles qui incitent à altérer les goûts et celles qui conseillent de ne pas les modifier, y compris lorsqu’il y a variation du prix. La solution suggérée par l’auteur pour la résolution de ce conflit s’opère par les processus cognitifs et vise, dans la même optique que Herbert Simon, à introduire un fondement cognitif dans la théorie des choix rationnaux.

In this article, the author raises a few points on the relationship detectable between cognitive processes and behaviour patterns in the rational consumer. Assuming that his rationality is expressed in the optimal use of the information available, the rational consumer has to come to terms with two contrasting groups of forces, i.e., a first group includes the forces that prompt changes in his tastes, and a second group of forces that urge him to keep his preferences unchanged even in the event of changes, however small, in the corresponding prices. The solution suggested by the author for dealing with these conflicting forces is entirely consistent with the cognitive processes and aims, following Simon’s lesson, to introduce cognitive foundations in the theory of rational choice.