by Javier Rovira · ESIC Editorial · tapa blanda · ISBN 9788417024567
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This book offers an evolutionary view of the person, proposing a necessary revision of consumer behavior by incorporating modern techniques and disciplines such as anthropology, neuroscience, and the study of hormones. The author argues that, despite our technological advances, we are still guided by primitive and tribal behavioral levers, and that the concept of 'consumer' is merely a role within the complexity of the person. Through deep analysis, the work invites the reader to reflect on everyday and cultural behaviors, from sports fandom to pop culture interests, connecting them with ancestral conduct. It is an essential read for marketing professionals and anyone interested in understanding the true human nature behind purchasing decisions.
