选题依据外文文献
A marketer’s guide to behavioral economics
Apirl.2010 • Ned Welch • McKiny Quarterly
Marketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.
Long before behavioral economics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread becau they worked—not becau marketers had run scientific studies showing that people prefer a suppodly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future conquences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies u them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.
1. Make a product’s cost less painful
In almost every purchasing decision, consumers have the option to do nothing: they can always save their money for another day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.
四叶草的图片Retailers know that allowing consumers to delay payment can dramatically increa their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a cond, less rational basis for this phenomenon. Payments, like all loss, are viscerally unpleasant. But emotions experienced in the prent—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purcha.
孟获
Another way to minimize the pain of payment is to understand the ways “mental accounting” affects decision making. Consumers u different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly obrved mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.
三更半夜的意思Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-bad or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that makes u of them. This would not only increa the issuer’s interchange fees and financing income but also improve the issuer’s view of its customers’ overall financial situ
ation. Finally, of cour, such an application would make a genuine contribution to the consumers’ desire to live within their means.
2. Harness the power of a default option
The evidence is overwhelming that prenting one option as a default increas the chance it will be chon. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purcha takes place, becau the pleasure we derive from gains is less inten than the pain from equivalent loss. When we’re “given” something by default, it becomes more valued than it would have been otherwi—and we are more loath to part with it.
病毒营销案例
Savvy marketers can harness the principles. An Italian telecom company, for example, incread the acceptance rate of an offer made to customers when they called to cancel their rvice. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you u tho?” Many customers did not want to give
up free talk time they felt they already owned.
众所周知的意思
Defaults work best when decision makers are too indifferent, confud, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.
3. Don’t overwhelm consumers with choice教练简介
When a default option isn’t possible, marketers must be wary of generating “choice overload,” which makes consumers less likely to purcha. In a classic field experiment, some grocery store shoppers were offered the chance to taste a lection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purcha. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.
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