At the base of the economy as the other social sciences is always a theory of the actor. It identifies the salient characteristics of the subjects who, through their actions, give origin to the collective phenomena social and economic in nature. Among these features the most relevant are those that explain the origin of the behavior of the actor: because he acts in a certain way; what are the effects of context on his choice; what are the principles that guide or characterize its decisions.Ultimately every action refers, explicitly or implicitly, to a theory of the mind. It represents, in a more or less detailed and direct causal variables responsible for generating the action. Generally in the economy the theory of the mind is not described explicitly and complete. It is in fact particularly psychological indications executions or implicit assumptions that are deducted from the principles of choice attributed to the plaintiff by the postulates of economic theory.
The main goal of the article is to bring forward the idea of abandon definitively the concept that all purchases are rational, with reference to some objective norm or to some universal law. Sometimes the wishes and choices of purchase of persons are predictable, sometimes are not. If the field of consumption was dominated by the laws of rationality, we would not need to have recourse to the cognitive analysis or the paradox. The people, either as individual consumers, that as corporate decision makers, express, in their behavior, the entire human nature, in which replaces, often, a slope of irrationality. Transferring these concepts in marketing, it can be argued that if it is possible to understand what causes voltage to a subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the search for a product or a service.
The globalization of markets and the development of increasingly complex business networks emphasize the criticality of information flows and communication channels aimed at relations between the corporate executive body, management, shareholders and other stakeholders. In a complex framework of relationships, communication and information of corporate governance are of major importance for the tools of consensus management of complex organizations, characterized by multiple structures of interest and oriented Market-Driven Management. Regardless of the governance model chosen, companies must put the goal of building a consistent system of relationships, with different target audiences, thus establishing consistent communication of corporate governance policies
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