Resumen

MORATO, Marco Antonio; LIZANA, Antonio  y  MESTANZA, Josefa. The problem of social exclusion in the EU. Can social marketing solve the situation? A behavioral economics perspective. RGPLP [online]. 2017, vol.16, n.3, pp.28-43. ISSN 1645-4464.

The problem of social exclusion is increasing in the European Union. Although the situation is apparently being addressed at the political level, the outlook is not very positive. What could be happening? This paper analyzes the situation from a behavioral economics perspective (including in the interpretation of the situation the processes of stigmatization and theories of coping with stress, going beyond the traditional homo economicus model), providing social marketing effective solutions from that point of view to overcome the situation, and addressing the problem from a public-private perspective.

Palabras clave : Social Exclusion; European Union; Social Marketing; Behavioral Economics.

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