Acceso usuarios
Jorge Raúl Palacios Delgado, Karen Pescina Ortega
La psicología y las neurociencias ofrecen nuevas perspectivas para comprender el comportamiento económico y del consumidor. La neuroeconomía provee un nuevo marco de referencia para comprender la forma en la que las estructuras neuroanatómicas del cerebro se encuentran implicadas en las decisiones financieras de los individuos. En este contexto, el objetivo de la investigación es identificar la asociación entre la inhibición cognitiva y la cantidad de dinero que gastan los universitarios. Participaron 40 jóvenes universitarios, 47.5 % hombres y 52.5 % mujeres, entre 18 y 25 años, de la Ciudad de Querétaro, México. La inhibición cognitiva se evaluó con el Test de Stroop. Además, se preguntó sobre datos sociodemográficos y los gastos mensuales. Los resultados muestran descriptivamente el nivel de gasto de los jóvenes y las puntuaciones del efecto Stroop. Los jóvenes tienen puntuaciones medias en Palabra, Color, Palabra - Color e Interferencia, acorde a los parámetros establecidos. Respecto al gasto mensual se observa que, en promedio, gastan $ 666 pesos mexicanos (34.04 USD / 31.13 EUR). Adicionalmente, se encontró un déficit en el control inhibitorio relacionado con un aumento en el nivel de gasto realizado por los estudiantes universitarios, es decir, aquellos que gastan y compran, en mayor medida presentan dificultades en su inhibición cognitiva (autocontrol). El control inhibitorio se asoció con la edad y esta, a su vez, con el nivel de dinero gastado. Por último, se profundiza en la utilidad de los resultados dentro de la neuroeconomía en México y demás países latinoamericanos, así como su aporte como línea de investigación.
Psychology and neuroscience offer new perspectives to understand consumer and economic behaviour. Neuroeconomics provides a new frame of reference to understand the way in which the neuroanatomical structures of the brain are involved in the financial decisions of people. Currently, measurement scales are an application alternative to assess people's executive functions and cognitive inhibition quickly. In the present study for the evaluation of cognitive inhibition we will use the Stroop Test (Golden, 1994), which examines the cognitive processes associated with cognitive flexibility; the interference resistance from external stimuli and its effect on behaviour. The plates that make up the Stroop test present different possibilities for analysis and interpretation. Within neuroeconomics, there is an area that investigates how cognitive and affective regulation is critical to achieve economic results, in addition to investigating the problems caused by consumption and spending that people have in their daily lives. There is research shown that individuals who make compulsive purchases show cognitive deficiencies and difficulties in inhibiting their responses. Furthermore, compulsive purchases correlate with financial executive functioning, particularly with impulse control, organization and planning, showing that compulsive purchases are not limited only to impulse control. In Latin America and particularly in Mexico, there are few studies on neuroeconomics or consumer neuroscience, so consider that this research is an innovative contribution to the subject in our region. In this context, the objective of the research is to identify the association between cognitive inhibition and the money university students spend. This research evaluated the association between cognitive inhibition and the money university students spend. A total of 40 university students participated, 47.5 % men and 52.5 % women, between 18 and 25 years, from the City of Querétaro, Mexico. Cognitive inhibition was evaluated with the Stroop Test. In addition, sociodemographic data and monthly expenses were asked. The results descriptively detailed the level of youth spending and the Stroop effect variables. Young people have mean scores in Word, Colour, Word - Colour and Interference, according to the established parameters. Regarding monthly expenses, it is observed that on average they spend $ 666 Mexican pesos (34.04 USD / 31.13 EUR). In addition, a deficit was found in the inhibitory control related to an increase in the level of expenditure made by university students, that is, those who spend and buy more have difficulties in their cognitive inhibition (self-control). Inhibitory control is associated with age and this time with the level of money spent. Additionally, the inhibition processes allows us to assume certain activity in the orbitofrontal cortex (OFC) and the dorsolateral prefrontal cortex (DLFC), while they are ready to spend and who has problems with the control of their money, they cannot realize the excessive expenses that it does not recognize the symptoms that drive it to compulsive buying. The findings provide evidence to the neuroeconomy, as well as to the posture of cognitive control. Furthermore, it is corroborated that performance tests are an alternative in the detection of executive functioning deficiencies in a short time of application and provide evidence in the approach to neuroeconomics through this form of measurement. This offers a novel vision to understand the personal finances of Mexicans and their economic behaviour. Financial and consumer behaviour has become our main line of research from a neuroeconomic perspective; in the future, we intend to continue this study by incorporating affective and neurobehavioral factors involved in financial decisions in young people of our country. Finally, the usefulness of the results within the neuroeconomics in Mexico and Latin America is deepened, as well as its contribution as a line of research.
