The Marketing Enlightenment from Consumer Behavior Decision-making Anomalies

摘要

This paper analyzes decision psychology of customer through marketing and find out a lot of psychological anomalies in the process of customer' decision-making, such as joint evaluation effect, the bias of positioning adjustment, loss aversion effect, real bargain bias and the easily assessable clue deviation. These psychological anomalies will directly influence customing tendency of customers. This paper has inquired in the easy way into the problem how to reach the better effection in the channel selection, pricing of product, product combination and promotions, etc by taking advantage of these anomalies in decision making.