SESGO DE CONFIRMACIÓN EN LA TOMA DE DECISIONES DE INNOVACIÓN
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https://doi.org/10.47820/recima21.v3i7.1744Palabras clave:
innovadores potenciales necesitan superar muchos desafíosResumen
Los innovadores potenciales necesitan superar muchos desafíos. Uno de estos desafíos es el sesgo de confirmación en la toma de decisiones. La evolución humana ha programado al cerebro para que actúe rápidamente ante una amenaza en el medio ambiente. De esa manera, pensar y (instantáneamente) actuar racionalmente es casi imposible para la mayoría de las personas. Esto causa varios efectos negativos en la toma de decisiones, notificadamente sesgos cognitivos. Por ejemplo, un emprendedor que quiere lanzar un nuevo producto al mercado tiende a convencerse a sí mismo de que su producto es innovador, ignorando la evidencia de lo contrario, siendo esto un sesgo de confirmación. Un análisis innovador de las causas y consecuencias del sesgo de confirmación en la toma de decisiones en innovación es el objetivo principal de este artículo.
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