Elementos evolucionários para uma teoria da demanda

Abstract

Based on bibliographic research, this study investigates the relevant elements for the elaboration of a theory of demand, especially household consumption, taking into account the evolutionary and complexity approaches. The analysis highlights the dynamic aspect of the economy due to the interaction between agents with limited rationality, capable of learning according to their own experiences and from others, in a context of social interaction and with frequent changes. Due to the uncertainty, different strategies are tried and selected according to the satisfaction obtained. Behaviors that have proved adequate to situations already experienced are retained, forming habits. By imitating behaviors evaluated as successful, occurs dissemination of behaviors and habits. Unsatisfactory experiences can lead to reassessment and adaptation of existing habits or even innovations in consumption. It is admitted that economic and social aspects are interrelated and may result in non-linear effects due to positive feedbacks. An historical evaluation of capitalism in the United States is made, highlighting the coevolutionary process between technology, organization of firms, institutions, society and household consumption that implies qualitative changes. The consumer market is seen as an emergent property of the process of self-organization among heterogeneous agents that results in clusters and rules of interaction that coordinate relationships at different organizational levels.