HelloWorld：2018 营销人员行为经济学指南（英文版）(15页).pdf

1、HelloWorld Marketers Guide to Behavioral Economics 2018 GUIDE by A Marketers Guide To Behavioral Economics This guide outlines the basic tenets of behavioral economics, three theories to get started, and the impact these theories can deliver within your marketing ecosystem. HelloWorld Marketers Guid

2、e to Behavioral Economics2 TABLE OF CONTENTS Behavioral economics basics 3 theories to get started: Nudges, Progress Illusion, Framing Effect Intersection of behavioral economics and design Conclusion INTRODUCTION Behavioral economics is causing quite a buzz these days, especially as it relates to m

3、arketing. Doesnt every marketer want to know what truly drives consumer behavior - and how to influence it? Behavioral economics offers some important theories that, when applied to marketing, can strongly impact and influence consumer behavior. If youre a marketer looking to inject energy into your

4、 marketing tactics or just curious about how humans make decisions, read on. As a digital marketing solutions company obsessed with motivating consumer behavior, well share the basics of behavioral economics, give you a few tools to test, and show the impact these theories can have on your campaigns

5、. HelloWorld Marketers Guide to Behavioral Economics3 The Underlying Principle The traditional view of economic theory asserts that humans make rational decisions that serve our own best interests. However, behavioral economics takes a different view. Behavioral economists believe humans are irratio

6、nal actors motivated by cognitive biases whose decisions can be influenced. These cognitive biases, or mental shortcuts, allow for simplified thinking. If we truly make 35,000 decisions in a day - as widely believed - quick thinking is required to work through that brainspend. But when it comes to o