消费者行为决策误区带给营销领域的启示

本文通过对营销过程中消费者的决策心理分析,发现消费者在做消费决策时存在许多心理误区如联合评估效应、定位调整偏见、损失规避效应、合算交易偏见和易评价线索偏差。这些心理误区会直接影响到消费者的消费倾向。本文以通俗易懂的论述方式,探讨企业如何在渠道选择、商品定价、产品组合及促销等方面利用人们的这些决策误区,达到更好的营销效果,提出了一些具体的解决方案。

Enlightenment On How Consumers' Wrong Decisions Affect Marketing

Having analyzed the consumers' psychology in decision making from the perspective of the marketing operators,the author finds that consumers may bear a lot of psychological problems when they make consumptive decisions,such as joint evaluation effect,bias in positioning adjustment,loss aversion effect,bias in economic exchange and cues deviation in transaction evaluation.All of the above will directly affect consumers' purchase preference.With a set of beneficial methods,this paper makes use of some explici...