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EI estudio del consumiE dor como objeto de análisis tiene su origen en las teorías de la "utilidad cardinal" propuestas por los economistas del siglo XIX (Menger, Jevons, Walras y Marshall) y han aumentado enormemente en nuestra época debido no sólo a las aportaciones de los economistas sino, fundamentalmente, a las teorías de muy diversas disciplinas como la psicología, sociología, filosofía, marketing, etcétera.
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