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FEBRUARY2010
marketing&salespracticeAmarketer’sguidetobehavioral
economics
Marketershavebeenapplyingbehavioraleconomics—often
unknowingly—ystematicapproachcan
unlocksignificantvalue.
NedWelch
2
Longbeforebehavioraleconomicshadaname,marketerswereusingit.“Threefor
thepriceoftwo”offersandextended-paymentlayawayplansbecamewidespreadbecau
theyworked—notbecaumarketershadrunscientificstudiesshowingthatpeopleprefer
asuppodlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenbehave
pitemarketing’sinadvertent
leadershipinusingprinciplesofbehavioraleconomics高一化学教学总结,fewcompaniesuthemina
article爱国主义,wehighlightfourpracticaltechniquesthatshouldbepartof
everymarketer’stoolkit.
roduct’scostlesspainful
Inalmosteverypurchasingdecision改革开放的变化,consumershavetheoptiontodonothing:theycan
’swhythemarketer’staskisnotjustto
beatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyinthefirstplace注册邮箱163.
Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollar
etingpractice,however世界上最难的脑筋急转弯,manyfactorsinfluencethewayconsumers
valueadollarandhowmuchpaintheyfeeluponspendingit.
Retailersknowthatallowingconsumerstodelaypaymentcandramaticallyincreatheir
sondelayedpaymentsworkisperfectlylogical:thetimevalue
reisacond,
ts,likeallloss,areviscerallyunpleasant本科分数线2020.
Butemotionxperiencedintheprent—now—all
delaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremove
animportantbarriertopurcha.
Anotherwaytominimizethepainofpaymentistounderstandtheways“mental
accounting”ersudifferentmentalaccountsformoney
theyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally爱国诗歌,
aconomistsbelievetheydo中秋节的诗词佳句,lyobrvedmentalaccountsinclude
windfallgains办公桌风水布局,pocketmoney什么时候母亲节2021,income,llgainsandpocketmoneyare
islesasytorelinquish,andsavings
themostdifficultofall.
Technologycreatesnewfrontiersforharnessingmentalaccountingtobenefitboth
tcardmarketer林冲杀王伦,forinstance千里送鹅毛的歇后语,couldofferaWeb-bad
ormobile-deviceapplicationthatgivesconsumersreal-timefeedbackonspendingagainst
predefinedbudgetandrevenuecategories—green贵妇犬多少钱,say,forbelowbudget,redforabove
budget生活散文,get-consciousconsumerislikelytofindvalueinsuchaccounts
(althoughtheyarenotstrictlyrational)andtoconcentratespendingonacardthatmakes
uldnotonlyincreatheissuer’sinterchangefeesandfinancing
incomebutalsoimprovetheissuer’sviewofitscustomers’overallfinancialsituation我想生活在唐朝.
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Finally主持人大赛开场白,ofcour,suchanapplicationwouldmakeagenuinecontributiontothe
consumers’desiretolivewithintheirmeans录取通知书查询入口官网.
sthepowerofadefaultoption
Theevidenceisoverwhelmingthatprentingoneoptionasadefaultincreasthechance
ts—whatyougetifyoudon’tactivelymakeachoice—workpartlyby
instillingaperceptionofownershipbeforeanypurchatakesplace土地污染,becauthepleasure
’re
“given”somethingbydefault行政能力测试题库,itbecomesmorevaluedthanitwouldhavebeenotherwi—
andwearemoreloathtopartwithit初一地理试卷.
iantelecomcompany百家讲坛多尔衮,forexample,
increadtheacceptancerateofanoffermadetocustomerswhentheycalledtocancel
ally去痣的方法,ascriptinformedthemthattheywouldreceive100freecalls
iptwasrewordedtosay,“Wehavealreadycreditedyour
accountwith100calls—howcouldyouutho?”Manycustomersdidnotwanttogive
upfreetalktimetheyfelttheyalreadyowned七年级生物上册教案.
Defaultsworkbestwhendecisionmakersaretooindifferent,confud关于中秋节的诗词,orconflictedto
incipleisparticularlyrelevantinaworldthat’sincreasingly
awashwithchoices—ault失败的名言警句,
however,tingtomisleadcustomerswill
ultimatelybackfirebybreedingdistrust.
’toverwhelmconsumerswithchoice
Whenadefaultoptionisn’tpossible,marketersmustbewaryofgenerating“choice
overload哑剧表演,”ssicfieldexperiment,
somegrocerystoreshopperswereofferedthechancetotastealectionof24jams华南农业大学地址,while
atervarietydrewmoreshopperstosamplethejams完美国际名字,
rast如何调节电脑屏幕亮度,althoughfewerconsumersstoppedtotastethe
6jamsonoffer美地震网瘫痪,salesfromthisgroupweremorethanfivetimeshigher黯然销魂者唯别而已矣.1
,the
choicesmakeconsumersworkhardertofindtheirpreferredoption全国大学生疫情防控思政大课观后感,apotentialbarrierto
huigezi,largeassortmentsincreathelikelihoodthateachchoicewillbecome
imbuedwitha“negativehalo”—aheightenedawarenessthateveryoptionrequiresyouto
ngthenumberofoptions
makespeoplelikeliernotonlytoreachadecisionbutalsotofeelmoresatisfiedwiththeir
choice大豆卵磷脂的副作用.
,“Whenchoiceisdemotivating:Canonedesiretoomuchofagoodthing?”Journalof
PersonalityandSocialPsychology元宵节图片2021,2000吃什么降血脂,Volume79,Number6,pph1z1官网.995–1006财产保险合同.
Relatedthinking
“Howtherecession
haschangedUS
consumerbehavior”
“Theconsumer
decisionjourney”
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onyourpreferredoptioncarefully
Economistsassumethateverythinghasaprice:yourwillingnesstopaymaybehigher
thanmineappreciate的用法,buteachofushasamaximumpricewe’keters
positionaproduct,though海珠岛,ertheexperienceofthe
jewelrystoreownerwhoconsignmentofturquoijewelrywasn’ying
itmoreprominentlydidn’tachieveanything,nordidincreadeffortsbyhersalesstaff我们访问一家人.
Exasperated,shegavehersalesmanagerinstructionstomarkthelotdown“x½”and
eturn,shefoundthatthemanagermisreadthenoteand
hadmistakenlydoubledthepriceoftheitems—andsoldthelot.2Inthisca,shoppers
almostcertainlydidn’d寿司之神,they
madeinferencesfromthepriceaboutthejewelry’squality大病保险怎么上,whichgeneratedacontext-
specificwillingnesstopay石灰水的化学式.
Thepowerofthiskindofrelativepositioningexplainswhymarketerssometimesbenefit
theydon’tll十分爱歌词,theymayincreasales
rly刚组词语,manyrestaurants
findthatthecond-most-expensivebottleofwineisverypopular—andsoisthecond-
erswhobuytheformerfeeltheyaregettingsomethingspecialbutnot
hobuythelatterfeeltheyaregettingabargainbutnotbeing
undthesamethingwithheadphones:consumersbuythematagivenpriceif
thereisamoreexpensiveoption—butnotiftheyarethemostexpensiveoptiononoffer农民伯伯乡下妹电影.
Anotherwaytopositionchoicesrelatesnottotheproductsacompanyoffersbuttotheway
earchsuggests搞笑彩铃,forinstance深圳大学排名,thaticecreamshoppersingrocery
storeslookatthebrandfirst,flavorcond,zingsupermarketaisles
accordingtowayconsumersprefertobuyspecificproductsmakescustomersbothhappier
andlesslikelytobatheirpurchadecisionsonprice—allowingretailerstollhigher-
priced手机杀毒软件排行榜,higher-marginproducts.(Thixplainswhyaislesarerarelyorganizedbyprice本末倒置.)
Forthermostats,bycontrast,peoplegenerallystartwithprice,thenfunction,andfinally
chandilayoutshouldthereforebequitedifferent.
Marketershavelongbeenawarethatirrationalityhelpsshapeconsumerbehavior苟利社稷.
tandingexactly
howsmallchangestothedetailsofanoffercaninfluencethewaypeoplereacttoitis
crucialtounlockingsignificantvalue—oftenatverylowcost10 27世界恋爱日.
ni,Influence:ScienceandPractice,NewYork:HarperCollins墙报设计,1993dnf魔道学者.
TheauthorwouldliketoacknowledgeMicahMay’scontributiontothisarticle.