Consumers are irrational in their purchases, argues an expert who discusses how to avoid unnecessary purchases

MADRID, (EUROPA PRESS) The consumer is not rational, but irrational, and take their decisions in econ’micas by criteria that often do not even know and not están justified, as the impulses, the ‘traps’ bids, emoci’n of time, or simple laziness, the s&number;n defends the author of ‘The snares of desire’, Dan Ariely, who presents these días his book on Espa&bath;. In declarations to Europa Press, Ariely&bath;’ that consumers should "stop before the traps", as when "it gives them something free if they buy another product", ok "emotions can lead us to make decisions that ‘in frío’ do not takeímasters" and adopting "mechanisms of self-control" not to take hasty decisions.

For professor de Psicologíto the Consumption of the Massachusetts Institute of Technology (MIT), the consumer "will probably never buy’to a certain product, but sí it does so because it brings something for free", which in reality do not need. The consumer must "analysis of qué expenditure does not están justified", ensure’. S&number;n said, "you should not go hungry to the supermarket". ‘The snares of desire’, that in the united States has been located in the first positions in the sales book of non-fiction’n, describes several experiments carried out by the author that it intends to demonstrate that decisions econ’micas of consumers "are human, but not always rational", and influence "factors". Ariely argues in his book that the economía "rational" can not explain many of the behaviors "irrational" of consumers. The economírational "tells us that the consumer saves what is necessary for the jubilaci’n, but what is certain is that it is not así". In his opini’n, "our parents don’t tell us that we save". Therefore, the author of ‘The snares of desire’ recommended "to take the decision’n only once, such as deciding to save a monthly amount, and establish a mechanism automático to do so, instead of trusting that we will take the decision’re all the months, which I’m sure we will not do". "we must start with a blank sheet and ask ourselves from scratch qué decisions are adequate and cuáthem, not", ensure’ Ariely, who said’ that "the important thing is to think about it today, with small bathrooms, as well as making". S&number;n is&bathrooms;’, it is necessary to consider "cuántos pay for the tv’n cable, rent, etc, and decide if they are expenses justified". Another of the ‘traps’ market "cards crédito", which the bank issued "without informing us properly of what we can cost you have money to crédito if we delay in payments, especially if it is a long time", ensure’. But, at the time of consumption, "many times we fight against the compa&bath;’that controls the operation’n" in a "environment that is not neutral" with our interests, econ’micos. The book is además to conclusion’n that "when we have incentives econ’micos, defile ourselves the reality in the benefit of our interests", because "we have the ability to see the world in the way that fits in with what is good for us".