營銷外文文獻(xiàn)及翻譯--不可或缺的營銷四技巧(已修改)
2025-05-31 18:20 本頁面
【正文】 外文文獻(xiàn) A marketer’s guide to behavioral economics ? Ned Welch ? McKinsey Quarterly Marketers have been applying behavioral economicsoften 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 extendedpayment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few panies use 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 petitors 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. Retailers know that allowing consumers to delay payment can dramatically increase 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 second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—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 purchase. Another way to minimize the pain of payment is to understand the ways “mental accounting” affects decision making. Consumers use 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 observed mental accounts include windfall gains,
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