Maio 2021 vol. 8 num. 2 - V Encontro Nacional de Economia Industrial e Inovação

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Uma visão da teoria do consumidor segundo as abordagens da economia evolucionária e da complexidade

A view of consumer theory from the perspective of evolutionary economics and complexity

Melo, Bruno Aguiar Carrara de ;

Artigo completo:

A teoria neoclássica do consumidor tem dificuldades para lidar com mudanças frequentes devido aos princípios de reducionismo, racionalidade com otimização e equilíbrio. Já a teoria evolucionária tem destacado o lado da oferta, sendo a demanda relativamente negligenciada. Mas, devido à influência recíproca, é preciso avaliar o processo coevolutivo entre oferta e demanda considerando os aspectos tecnológico, organizacional, institucional e social. A partir de pesquisa bibliográfica, propõe-se uma visão da teoria do consumidor tendo como base as abordagens da economia evolucionária e da complexidade. Os agentes consumidores são avaliados em termos de suas motivações e processos de tomada de decisão, com heurísticas para poupar esforços diante de incertezas. São analisadas as relações entre agentes e os processos de auto-organização que levam à emergência de agrupamentos e de padrões relacionais que conferem complexidade à agregação. Uma breve análise histórica do mercado de consumo dos EUA ilustra a coevolução entre oferta e demanda.

Artigo completo:

Neoclassical consumer theory has difficulties in dealing with frequent changes due to the principles of reductionism, rationality with optimization and equilibrium. Evolutionary theory has highlighted the supply side, with demand relatively neglected. However, due to the reciprocal influence, it is necessary to evaluate the coevolutionary process between supply and demand considering the technological, organizational, institutional and social aspects. Based on bibliographic research, a view of consumer theory is proposed based on the approaches of evolutionary economics and complexity. Consumer agents are evaluated in terms of their motivations and decision-making processes, with heuristics to save efforts in the face of uncertainties. The relationships between agents and the processes of self-organization that lead to the emergence of clusters and relational patterns and result in complexity in aggregation are analyzed. A brief historical analysis of the US consumer market illustrates the co-evolution between supply and demand.

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Palavras-chave: Consumo; Economia evolucionária; Complexidade; Demanda,

Palavras-chave: Consumption; Evolutionary economics; Complexity; Demand,

DOI: 10.5151/v-enei-675

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Como citar:

Melo, Bruno Aguiar Carrara de; "Uma visão da teoria do consumidor segundo as abordagens da economia evolucionária e da complexidade", p. 901-915 . In: Anais do V Encontro Nacional de Economia Industrial e Inovação (ENEI): “Inovação, Sustentabilidade e Pandemia”. São Paulo: Blucher, 2021.
ISSN 2357-7592, DOI 10.5151/v-enei-675

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