1.4 Capacidad de procesamiento limitada y métodos de decisión simplificados

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來自 IE Business School 的課程

Investigación de mercados y comportamiento del consumidor

109 個評分

IE Business School

Investigación de mercados y comportamiento del consumidor

109 個評分

課程 1（共 5 門，Specialization Estrategia de marketing）

El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.

從本節課中

Consumer Behavioral Fundamentals

Los alumnos aprenderán los fundamentos del comportamiento de los consumidores y el proceso de toma de decisiones de los consumidores y cómo utilizar esta información para formular estrategias y tácticas de marketing eficaces.

1.4 Capacidad de procesamiento limitada y métodos de decisión simplificados3:02

1.5 Marcos y fijación de precios de referencia y perfil de riesgo4:14

1.6 Contabilidad mental y aplicaciones5:24

1.7 La continuidad del comportamiento de la decisión de compra4:02

與講師見面

Shameek Sinha
Professor
Marketing

[MUSIC]

As we have seen in the last video,

a consumer goes through a continuum of decision processes,

starting from the rational approach and going towards the motivation approach

which are basically two extremes in the decision-making process.

Somewhere in between is the so-called bounded rational idea approach

which is based on what is known as prospect theory.

This was proposed by two guys, Kahneman and Tversky for

which actually Kahneman got a Nobel prize.

This prospect theory is based on the premise that consumers doesn't

necessarily go into the whole process of maximizing utility subject

to the budget constraint because they have limited processing capability.

They can't process all the information they have available at their disposal and

that's why they resort to some simplified decision making methods.

Well, they take shortcuts based on some of the idiosyncratic issues

which a product has.

Or maybe at the brand level or maybe even at a category level.

The three main pillars of this prospect theory are the value function,

the risk function, and reference points.

What is the value function?

Value function is basically how much the consumer values a product

in terms of the utility which is given to him.

Of course, he can't measure the utility, so

that is where this simplified version rule comes in.

The second one, which is called the risk function.

This is where consumer weighs the risks which

are probably involved in purchasing the product.

Some products are more risky to purchase.

May be think about the situation where you're seeing suddenly a very good deal

on a particular electric gadget.

But, ultimately it might turn out that the deal is too good to be true.

But you are willing to take the risk in certain cases while making the decisions

because you don't want to go through the entire process of

maximization before making your purchase decision.

And the third aspect of this prospect theory is what is called reference points.

This is where consumers take certain exemplars that are points which

they have some idea about from before, and

based on those reference points they evaluate the pros and

cons of a particular product before making their final purchase decision.

In the next video,

we are going to dig deep into these three aspects of prospect theory.

That is the value function, risk function, and reference points.

And understand what each one of these does in the entire decision making process,

based on bounded rationality.

[MUSIC]

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