En este trabajo se analiza una reciente publicación de Colin Camerer. Este autor constata que con frecuencia en el consumidor existe un desfase entre lo que denomina sistema wanting -liking. Propone entonces que el Estado pueda brindar al Consumidor un tipo de aprendizaje con vistas a que su liking se alinee con el wanting. Por nuestra parte entendemos que esa intervención paternalista presenta efectos no deseables para el desarrollo responsable del consumidor y consecuentemente un mal ejemplo para la calidad ciudadana. En ese sentido consideramos algunos argumentos: El denominado sistema wanting - liking es analizado sin que el autor parezca reconocer el tipo de desarrollo de este momento histórico que es desarrollo de mercado . Que la gente quiera consumir y cada vez más es, justamente, lo que constituye el motor del mercado. En otras palabras parte decisiva de la racionalidad del mercado es apelar al sujeto como ser deseante, no como ser racional. Que cada individuo sepa que si se equivoca en sus elecciones de consumo hay una supra entidad, el Estado, para socorrerlo socava la experiencia de libertad necesaria para el desarrollo responsable, lo que de generalizarse afecta al sentido de soberanía de la sociedad. Palabras clave Responsabilidad Libertad Mercado Paternalismo ABSTRACT BEHAVIOURAL ECONOMICS: PATERNALISM AND THE GAP BETWEEN WANTING AND LIKING We will analyze a recent publication of Colin Camerer. This author certificates that when people purchase something there is often a gap between the wanting system and the liking system. Thus Camerer proposes that the State can provide the “learning system” that the consumer will need to close that gap. However, we understand that this paternalistic intervention has a non-wanting effect on the responsible citizen, accordingly a bad example for the quality of the citizenship will be set. Even though the “wanting-liking system” is analyzed, the author seems not to acknowledge the historic development of the market. The economy, in fact, is driven by the increasingly consumerism. To make the individual want to consume, and not precisely as a rational being is a decisive part of the market rationality. Whenever an individual consumes in a “wrong” way, then he will have a supra entity, the State to help him out with his consuming problem. This fact undermines the experience of freedom which is the groundwork of the development of the responsible citizen. If everybody was being helped out in this way, then the sovereign society would be jeopardized. Key words Responsibility Freedom Market Paternalism