jueves, 18 de septiembre de 2008

The Paradox of Choice

Estoy completamente de acuerdo con Seth Godin sobre la importancia de diferenciarse, este es uno de los pilares de Mercadeo. Pero tan importante es diferenciarse en mercadeo como diferentes pueden ser los puntos de vista de los que trabajan en él; pienso que debemos exponer todas las ideas, aunque estas sean antagónicas, para que las personas puedan ir formando su propio criterio.

Tratando de presentar la otra cara de la moneda los invito a ver a Barry Schwartz en su charla de TED sobre su libro “The Paradox of Choice” y después compararlo con la charla de Seth Godin colocada en el post anterior para que puedan tomar su propia decisión.


29 comentarios:

Ramiro dijo...

Fantástica idea Luis. Barry Schwartz es psicólogo y ha montado un argumento interesante: cómo la multiplicidad de ofertas paralizan en lugar de activar. El se monta en la idea de la expectativas y de cómo éstas se elevan cuando se está frente a una inmensa variedad de ofertas, haciendo que la satisfacción que sigue a la compra disminuya, o al menos disminuya en relación a lo que hubiese ocurrido en el pasado cuando había uno o dos productos por categoría.
Una charla de TED que camina en la vereda opuesta es la hecha por Malcom Gladwell, llamada "what we can learn from Spaguetti Sauce". Creo que la comentaste en este blog en algún momento. El plantea lo opuesto, montándose en los estudios de Howard Moskowitz. En fin, el asunto da para la discusión. Sería bueno que tu artículo desatara un poco la conversación sobre el tema.
Gran post, gracias!
R.

Luis Maturén dijo...

Ramiro mil gracias por tu participación y siempre oportunos comentarios a los Post de nuestro Blog, consistentemente complementas el contenido con información muy valiosa que nos invita a explorar nuevas fuentes. Colocamos los dos últimos Post porque invité a la clase de Investigación de la Unimet a verlos para discutirlos en la próxima sesión, la idea es generar un debate para conocer la opinión del grupo, también aprovecho para invitar a los participantes a conocer del inmenso contenido que ofrece TED y acostumbrarlos a buscar data secundaria pública en los Blogs.

Andrés Maturén dijo...

Por cierto, estaba comparando los videos de TED de Godin y Schwartz, y creo que ambos están hablando del mismo fenómeno. No son antagónicos! Simplemente que uno (Schwartz) habla del problema, mientras que el otro (Godin) nos da la solución.

Schwartz nos comenta que demasiada competencia y demasiado que elegir hace que no sea tan satisfactoria nuestra compra. Godin nos dice que siendo DIFERENTE eres único, evitando el cluster de insatisfacción, y ofreciendo el elemento "mágico" que Schwartz tanto alaba.

Ramiro Casó dijo...

Totalmente de acuerdo Andrés. El que es antagónico, al menos desde mi óptica, es Malcolm Gladwell. ¿viste su charla? Super interesante.

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