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2024年4月12日发(作者：groupby是啥)
外文文献
A marketer’s guide to behavioral economics
Apirl.2010 • Ned Welch • McKinsey 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 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 companies 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 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.
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, 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.
Technology creates new frontiers for harnessing mental accounting to benefit
both consumers and marketers. A credit card marketer, for instance, could offer a
Web-based or mobile-device application that gives consumers real-time feedback
on spending against predefined budget and revenue categories—green, say, for
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