DOS ARQUIVOS DOS RASCUNHOS: (5 anos atrás)
Sempre me interessei pela escolha do ponto de vista do consumidor, que acho menos estudada tradicionalmente que a da empresa, e esse artigo que li na época segue um pouco essa linha misturando Simon, teoria evolucionária e Tversky.
In this paper we show that a rational consumer choice along the lines traditionally suggested might lead to paradoxical results if one considers multidimensional goods, which incorporate a series of incommensurable aspects. Thereby, we explore the similarity between the resulting paradox and Kenneth Arrow’s well known Impossibility Theorem. Based on these considerations we suggest a solution for the former problem along the lines of Herbert Simon and Amos Tversky, which might—if driven to its extreme—even provide a unique and arguably rational solution for consumer choice among multidimensional goods. Eventually, we argue that the resulting framework poses a potentially useful starting point for further developing an evolutionary theory of consumer choice.