El «efecto manada» en el consumo de ocio: «dolce far niente» o cuando pasarlo bien se convierte en obligación

Sergio A. Berumen

doi:10.51302/marketing.2019.678

Authors

Sergio A. Berumen Profesor titular de la Universidad Rey Juan Carlos (España)

DOI:

https://doi.org/10.51302/marketing.2019.678

Keywords:

herd effect, leisure time consumption, young people, behavioral economy, neuro-marketing

Abstract

This research focuses on the 'herd effect' of the decisions made by young people (between 19 and 24 years old) in the leisure time consumption in Madrid, in order to find out to which extent it is a result of the social pressure that they are exposed to or, in the other case, if it obeys to a real desire of having a good time. The field work was carried out through the application of a test elaborated specifically for that purpose; this test was filled out by a wide number of university students coming from the Madrid area: two public universities and three private universities. The method use is the Analytic Hierarchy Process (AHP) due to the advantages it presents to fragment in different criteria the specific characteristics and/or attributes and to recognize how they influence each other and inside on the outcome. The results acknowledge that, in effect, a very high proportion in the leisure time consumption responds to the pressure of the 'herd effect' even though, on the other hand, the level of final satisfaction is extremely relative.

Downloads

Download data is not yet available.

References

Banerjee, A. (1992). A Simple Model of Herd Behavior. Quarterly Journal of Economics, 107(3), 797-817.

Bauman, Z. (1999). Modernidad líquida. Madrid: Fondo de Cultura Económica.

Beauvoir, S. de (1972). Para qué la acción. Buenos Aires: La Pléyade (original en francés, 1944).

Berumen, S. A. y Llamazares Redondo, F. (2007). La utilidad de los métodos de decisión multicriterio (como el AHP) en un entorno de competitividad creciente. Cuadernos de Administración, 20(34), 65-87.

Berumen, S. A., Pérez-Megino, L. P. y Arriaza Ibarra, K. (2016). Extrinsic Motivation Index: A New Tool for Managing Labor Productivity. International Journal of Business Science and Applied Management, 11(1), 1-17.

Bikhchandani, S., Hirshleifer, D. y Welch, I. (1992). A Theory of Fads, Fashion, Custom and Cultural Changes in Informational Cascades. Journal of Political Economy, 100(5), 992-1.026.

Blume, L. y Easley, D. (1992). Evolution and Market Behavior. Journal of Economic Theory, 58(1), 9-40.

Cont, R. y Bouchard, J. P. (2000). Herd Behavior and Aggregate Fluctuations in Financial Markets. Macroeconomic Dynamics, 4, 170-196.

Churchland, A. K., Kiani, R. y Shadlen, M. N. (2008). Decision-Making with Multiple Alternatives. Nature Neuroscience, 11(6), 693-702.

Ennaceur, A., Elouedi, Z. y Lefevre, E. (2016). Belief AHP Method. AHP Method with the Belief Function Framework. International Journal of Information Technology & Decision Making, 15(3), 553-573.

Falk, D. (2009). Deciphering the Cosmic Number. New Scientist, 202(2705), 44.

Gillen, B. (2011). A Theory of Conformity with Endogenous Norms (tesis doctoral). California Institute of Technology, Pasadena.

Goidel, R. K. y Shields, T. G. (1994), The Vanishing Marginals, the Bangwagon, and the Mass Media. The Journal of Politics, 56(3), 802-810.

Grossman, S. J. y Stiglitz, J. E. (1980). On the Impossibility of Informationally Efficient Markets. The American Economic Review, 70(3), 393-408.

Han, B.-C. (2012). La sociedad del cansancio. Barcelona: Herder.

Huber, J., Payne, J. W. y Puto, C. (1982). Adding Asymmetrically Dominated Alternatives: Violations and Regularity and the Similarity Hypothesis. Journal of Consumer Research, 9(1), 90-98.

Instituto Nacional de Estadística (2011). Encuesta de Empleo del Tiempo 2009-2010. Recuperado de https://www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid=1254736176815&menu=resultados&idp=1254735976608 (consulta: 1 de mayo de 2018).

Instituto Nacional de Estadística (2016). Encuesta Anual de Servicios. Recuperado de https://www.ine.es/dyngs/INEbase/operacion.htm?c=Estadistica_C&cid=1254736176865&menu=resultados&secc=1254736195033&idp=1254735576778 (consulta: 1 de mayo de 2018).

Kahl, A. (1970). Management Decision Models and Computers. Management Science, 17(4), B269-B281.

Kahneman, D. y Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263-291.

Kirman, A. (1993). Ants, Rationality and Recruitment. The Quarterly Journal of Economics, 108(1), 137-156.

Kulakowski, K. (2015). Notes on Order Preservation and Consistency in AHP. European Journal of Operational Research, 245(1), 333-337.

Lafargue, P. (2011). El derecho a la pereza. Madrid: Maia Editores (original en francés, 1883).

Lucas, R. E. (1978). Asset Prices in an Exchange Economy. Econometrica, 46(6), 1.429-1.445.

Llamazares Redondo, F. y Berumen, S. A. (2011). Los métodos de decisión multicriterio y su aplicación al análisis del desarrollo local. Madrid: ESIC.

Marcarelli, G., Simonetti, B. y Ventre, V. (2013). Analysing AHP Matrix by Robust Regression. En A. N. Proto, M. Squillante y J. Kacprzyk (eds.), Advanced Dynamic Modelling of Economic and Social Systems. Berlín/Heidelberg: Springer-Verlag.

Marx, K. (2008). El capital. Barcelona: Editors (original en alemán, 1867).

Milgram, S., Bickman, L. y Berkowitz, L. (1969). Note on the Drawing Power of Crowds of Different Size. Journal of Personality and Social Psychology, 13(2), 79-82.

Miller, A. (1956). The Magical Number Seven Plus or Minus Two. Some Limits on Our Capacity for Processing Information. Psychological Review, 63(2), 81-97.

Ministerio de Energía, Turismo y Agenda Digital (2018). Balance del sector turístico. Recuperado de https://www.mincotur.gob.es/es-es/gabineteprensa/notasprensa/2017/documents/180110%20np%20balance%20turismo%202017.pdf (consulta: 1 de mayo de 2018).

Mu, E. y Pereyra-Rojas, M. (2016). Practical Decision Making. An Introduction to the Analytic hierarchy Process (AHP) Using Super Decisions V2. Springer International Publishing.

Muchnik, L., Aral, S. y Taylor, S. J. (2013). Social Influence Bias: A Randomized Experiment. Science, 341(6146), 647-651.

Orléan, A. (1995). Bayesian Interactions and Collective Dynamics of Opinion. Journal of Economic Behavior and Organisation, 28(2), 257-274.

Paulson, S., Chalmers, D., Kahneman, D. y Schiff, N. (2013). The Thinking Ape: The Enigma of Human Consciousness. Annals of the New York Academy of Sciences. doi.org/10.1111/nyas.12165.

Pollak, R. (1976). Interdependent Preferences. American Economic Review, 66(3), 309-320.

Rosenthal, R. y Jacobson, L. (1968). Pygmalion in the Classroom: Teacher, Expectation and Pupils' Intellectual Development. Nueva York: Holt, Rinehart y Winston.

Russell, B. (2000). El elogio de la ociosidad. Madrid: Edhasa (original en inglés, 1932).

Saaty, T. L. (1980). Multicriteria Decision Making: The Analytic Hierarchy Process. Nueva York: McGraw-Hill.

Scharfstein, D. y Stein, J. (1990). Herd Behavior and Investment. American Economic Review, 80(3), 465-479.

Simon, H. A. (1947). Administrative Behaviour. A Study of Decision Making Processes in Administrative Organizations. Nueva York: Free Press.

Simon, H. A. (1955). A Behavioral Model of Rational Choice. The Quarterly Journal of Economics, 69(1), 99-118.

Tanaka, S., Ribot, J., Imamura, K. y Tani, T. (2006). Orientation-restricted Continuous Visual Exposure Induces Marked Reorganization of Orientation Maps in Early Life. NeuroImage, 30(2), 462-477.

Thorndike, E. L. (1931). Human Learning. Massachusetts: The MIT Press.

Wedley, W. C., Schoner, B. y Tang, T. S. (1993). Starting Rules for Incomplete Comparisons in the Analytic Hierarchy Process. Mathematical and Computer Modelling, 17(4-5), 93-100.