消费者行为学笔记（Consumer behavior notes）.doc

消费者行为学笔记（Consumer behavior notes） Verse 1: Onsumer to Prosumer, in the digital living space, but also in the production of the original consumer value, preference, preference information behavior of their contribution, as well as their participation means, will affect the production. The new generation is bound to change the way our existing products are manufactured and distributed. Second section: Commodity propaganda, change consumers strength Changing consumer demand for goods Change the consumers judgment of the value of the goods (including the use value, psychological value and social symbolic value) Changing consumer lifestyles and habits Brief summary: For marketers and advertisers, we should establish a basic belief that consumers can be educated and believe in the power of marketing to change consumer behavior. The essence of advertising is persuasion. Uh huh Starbucks has changed American demand for coffee; Starbucks has changed the way Americans drink coffee; The third section: the consumer psychological standard of advertising evaluation The main points of this section: The good and bad standards of advertising evaluation The standard of right and wrong in advertising evaluation Brief summary: The so-called right and wrong is the marketing standard. In line with consumer psychology, advertising can stimulate consumer behavior and promote sales of goods, that is the right advertising. Want to make right advertising, we must grasp the consumer psychology, understand the hearts of the people, in order to move people. Fourth quarter: The main points of this section: Basic elements of marketing Experiment of value discount effect Summary: the consumer psychology foundation of market strategy Consumer behavior research is the psychological basis for marketing strategy. The experiment of value discount effect proves that the value judgment of people will change with the change of consumption situation. The fifth section: the role of consumers and advertising