original title: do not fly consumer
brand should help consumers to make the right decisions around the weakness.
marketing and killing effect is getting worse, the brand is not only not good, may also be consumers are not reliable.
although everyone tends to position himself as rational consumers, but science has been hit in the face. Trendy economists and marketing experts believe that consumers are fancy "dopey". Why we don’t need to buy a bunch of things in the "double 11" cut the hand of explosion? Why housing prices rise more to buy a house? Why a Japanese Toyota Honda ‘s popular
from a cup of coffee to a house to a car, whether it is commodity, real estate or durable consumer goods, consumers will choose to make mistakes.
our mental maturity is far from being adapted to the commodity and information explosion of consumerism. In the face of choice and decision making, we are lazy and greedy, short-sighted and chop and change. We are afraid of losing a superstitious experience at the same time, the grass is greener on the other side of the narrow and the rarity of paranoia.
these "narrow" and "paranoid", not a small probability event, but throughout the consumer decision-making process of each link.
In the past few decades, economists and marketing experts have been rethinking the hypothesis that consumers are rational in economics and marketing theory,
. They introduce psychology and sociology into economics, and use behavioral economics to study irrational consumers.
Massachusetts Institute of Technology Media Lab in Alfred · P· Sloan foundation and the Sloan School of management professor of behavioral economics Dan · Ereli (DanAriely) believes that consumer choice is irrational, even absurd and impulsive. Nobel Laureate in economics, Professor of psychology at Princeton University, ·, () that consumer decisions are more dependent on associative memory and intuitive thinking (DanielKahneman). The University of Chicago Booth School of business professor and "boost theory" founder Richard · Taylor (RichardThaler) believes that consumers often mired in countless prejudices and irrational, make absurd choice.
The theory of
, three professors in their book "absurd behavior (PredictablyIrrational)", "thinking, fast and slow (Thinking Fast, and Slow)" and "(Nudge:Nudge: Improving Decisions About boost Health Wealth and Happiness)" in detail.