第六章：消费者决策

课程学习目标：

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了解消费者的选择

消费者的决策受到多种复杂因素的影响，包括商品和服务的成本、替代选择、个人收入水平、偏好、环境因素、社会影响以及广告和评论的影响。

6.1 Evaluating Product Choices

在面临购买决策时，尤其是对于汽车等长期使用的物品，消费者会权衡各个方面：

  • 耐用性和维护： 产品的寿命以及保持其良好状态相关的成本。
  • 特征： 满足消费者需求或愿望的产品特定特性。
  • 环境和社会影响： 购买对社区和地球的影响。

 

示例：选择电动汽车而不是汽油动力汽车可能会受到以下因素的影响：较低的排放量（积极的环境影响）、较高的前期成本（经济因素）和较低的维护成本（个人理财规划）。

 

6.2 The Influence of Pricing Strategies

零售商的定价表达方式（例如折扣、“买一送一”优惠或分期付款）可以极大地影响消费者的看法和决策。这些策略可以使产品看起来更实惠或提供更大的价值，从而影响消费者的选择。

示例：一家商店宣传其电视的分期付款方式为“每周仅需 $10！”，这使其看起来比展示 $520 的全价更容易接受，从而吸引了精打细算的买家。

 

零售商的广告策略 

 

零售商利用各种方法来宣传产品价格，包括：

  • 折扣百分比： 通过销售折扣百分比来强调节省金额（例如“25% 折扣”）。
  • BOGO 优惠： 买一送一或享受折扣价。
  • 分期付款定价：宣传低廉的月费，而不是全额购买费用。

优点:

  • Consumers can find better deals through strategic advertising.
  • Discounts can encourage budget-conscious purchasing.

缺点:

  • Consumers might fall for limited-time offers that don’t offer actual savings.
  • May encourage overconsumption and unnecessary purchases.

 

 Figure: Key Components of Retail Marketing

 描述：

 

This image uses a word cloud to illustrate the various interconnected parts of a modern retail marketing strategy. With “Retail Marketing” at its core, the graphic is surrounded by essential concepts such as “Branding,” “Promotion,” “Advertising,” and “Sales.” It effectively shows that a successful retail business must manage many different activities to attract and retain customers.

 

 要点：

 

  • A successful retail strategy is not just about one thing; it’s a mix of many components, including branding, in-store experience, and online presence.
  • Customer experience is a central part of modern retail marketing, aiming to build loyalty beyond just a single purchase.
  • The image highlights the importance of both traditional methods like promotions and modern approaches like social media marketing.
  • The ultimate goal of all these marketing efforts is to drive sales and build a strong, recognizable brand.

 

 信息应用： 

 

  • As an investor, you can use this framework to analyze the strength of a retail company’s business strategy.
  • When researching a retail stock, you should look for evidence of a strong brand identity, effective advertising, and a positive customer experience, as these are key drivers of growth.
  • A company that successfully integrates these marketing components is more likely to grow its revenue and market share, making it a potentially better long-term investment.

 

购买前研究的作用

在购买之前搜索信息有助于避免冲动购物，尤其是购买昂贵或耐用的商品。收集这些信息的成本与做出明智选择的好处相平衡。

 

示例：在购买新笔记本电脑之前，Mia 会研究不同的型号、阅读评论并比较价格，以确保做出符合自己需求和预算的选择，避免冲动购买的陷阱。

 

While pre-purchase research is essential in avoiding impulse buying, it’s also important for consumers to apply a cost-benefit analysis. The time and effort spent researching should be proportional to the value of the item being purchased. For instance, spending hours comparing prices for a small household item may not provide enough benefit to justify the time spent. On the other hand, for expensive or long-lasting items, the research can help consumers avoid regret and ensure they are making the most informed decision.

 

6.3 The Impact of Government Regulation

 Figure: Positive and Negative Effects of Government Regulations on Businesses

 描述：

 

This infographic presents a balanced view of how 政府法规 impact businesses by splitting the effects into two categories. On one side, it outlines the positive outcomes, such as protecting consumers and ensuring fair competition. On the other side, it highlights the negative consequences, like increased operational costs and administrative burdens for companies.

 

 要点：

 

  • 政府法规 serve a dual role, creating both benefits for society and challenges for businesses.
  • The positive effects often focus on public good, such as ensuring consumer protection, maintaining financial stability, and promoting fair competition.
  • The primary negative effects on businesses include higher compliance costs to meet the rules and a greater administrative burden from paperwork and reporting.
  • The goal for policymakers is to find a regulatory balance that protects the public without hindering business growth and innovation.

 

 信息应用： 

 

  • When analyzing a company, it is crucial to understand the regulatory environment of its industry, as this can directly affect a company’s expenses and profitability.
  • As an investor, you should consider whether new regulations could create risks (like higher costs) or opportunities (like creating barriers to entry for new competitors).
  • This knowledge allows you to better assess a company’s external risks and make more informed 投资决策, especially in heavily regulated sectors like finance or healthcare.

 

政府建立法律和机构来告知消费者他们的购买行为并保护他们免受不公平行为的侵害。

 

示例：消费者金融保护局 (CFPB) 帮助保护消费者免受掠夺性贷款行为的侵害，确保他们能够获得公平、透明的金融服务。

 

做出明智的经济选择

 

消费者每天都面临着经济选择，需要平衡他们的预算、需求、愿望和各种影响因素。

 

  • Comparison Shopping: Helps consumers weigh costs and benefits across competing products.
  • Assessing the Total Cost of Ownership: Includes both direct and indirect costs.
  • Considering Environmental and Societal Impact: Evaluating the broader implications of a purchase.

 

跟踪财务活动

 

财务管理系统可能包括：

 

  • 预算应用程序： 对支出进行分类并跟踪储蓄目标进展的数字工具。
  • 电子表格： 用于监控收入、支出和投资的可定制模板。
  • 银行工具： 许多金融机构提供在线工具来帮助客户管理账户并设定储蓄目标。

 

6.4 Advertising and Economic Choices

企业利用广告吸引客户，而广告对消费者决策有重大影响。消费者需要谨慎评估广告，以确保做出明智的购买决定。

 

示例：一则广告声称新款智能手机比旧款好很多，促使消费者升级。挑剔的消费者会比较功能和价格，以决定升级是否值得。

 

分析竞争产品或服务

 

比较三款竞争智能手机的成本和功能时：

 

  • 智能手机A： 以高价提供高分辨率摄像头和长电池寿命。
  • 智能手机B： 以中档价格提供中等规格和良好的性能。
  • 智能手机C： 针对注重预算的消费者，具有基本功能和较低的性能。

 

消费者根据他们的需求、预算以及他们对相机质量或电池寿命等附加功能的重视程度来权衡这些选择。

6.5 Cost benefit of New vs Old Car

When considering a car purchase, consumers should compare the costs of new versus used vehicles. New cars often come with a warranty and the latest features, but they may have higher upfront costs and depreciation. Used cars, while more affordable, could come with higher maintenance costs and may not have the latest safety features. Additionally, consumers should consider the costs of fuel efficiency, the financing terms available, and how long they plan to keep the vehicle. Alternative transportation options like public transit 或者 car-sharing services may provide significant savings, especially in urban areas, and are worth evaluating as part of the decision-making process.

6.6 Direct and Indirect Costs of Purchases

在购买时，消费者应考虑所有相关费用，包括销售税、运费以及构成总拥有成本的任何额外费用。

 

  • 直接成本： 为商品或服务支付的价格，包括销售税。
  • 间接成本： 与购买相关的额外费用，例如运输费、手续费和送货费。

 

示例：网上购买家具乍一看似乎更便宜，但运输和搬运费用会大幅增加总成本，这是买家在决策过程中需要考虑的一个因素。

6.7 Costs Across Distributors

从不同的分销商处购买产品可能会导致不同的总体成本：

 

  • 批发的： 由于批量购买，通常会提供较低的价格，但可能需要会员费。
  • 零售： 为消费者提供便利，但价格较高。
  • 在线的： 可以提供有竞争力的价格和便利，但应考虑运输成本和等待时间。

6.8 Impact of Inflation and Negotiation

Figure: Infographics are visual representations of information, data, or knowledge intended to present information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system's ability to see patterns and trends. When examining an infographic, look for key data points, trends, and summaries that can provide insights into the topic at hand. Pay attention to any legends, labels, or explanations that can help decode the information presented. Source: Custom Infographic
  • 通货膨胀： 随着通货膨胀的加剧，消费者的购买力下降，使得商品和服务变得更加昂贵，并可能影响购买决策。


  • 谈判： 在价格谈判常见的市场中，消费者通常可以获得较低的价格，从而影响决策过程和购买的感知价值。

6.9 Social Media Marketing and Advertising Techniques

社交媒体营销采用诸如影响力合作、基于用户行为的定向广告和引人入胜的内容等策略来鼓励消费。社交平台上推广的限时抢购和独家优惠可以引发冲动购买行为。

 

In addition to influencer partnerships and targeted ads, social media platforms use psychological tactics like time-limited offers, creating a sense of urgency that encourages consumers to act quickly. Another common strategy is FOMO (Fear of Missing Out), where ads highlight limited stock or exclusive offers to trigger immediate action. Brands also use social proof, such as showing how many people have liked or commented on a post, to influence purchasing behavior by leveraging the idea that popular products must be valuable.

 Figure: The Importance of Social Media Marketing for Small Businesses

 描述：

 

This infographic outlines the key benefits of using social media marketing for small businesses. It visually presents several powerful advantages, such as increasing brand visibility, improving customer loyalty, and being a cost-effective way to advertise. The central theme is that social media is no longer optional but an essential tool for business growth.

 

 要点：

 

  • Social media provides a cost-effective platform for small businesses to reach a massive audience, often with a smaller budget than traditional advertising.
  • It allows for direct customer engagement, helping businesses build a community, gather feedback, and improve customer service.
  • An active social media presence significantly increases brand awareness and can drive more traffic to a company’s website, leading to more sales.
  • It offers powerful tools for lead generation and provides valuable marketplace insights by allowing businesses to see what customers are saying about them and their competitors.

 

 信息应用： 

 

  • When analyzing a small or medium-sized company, investors should review its social media presence to gauge its marketing effectiveness and brand strength.
  • A business with high customer engagement and a strong online following may indicate a loyal customer base and a sustainable competitive advantage.
  • Understanding these principles helps you evaluate how well a company is using modern, low-cost tools to drive growth and connect with its market.

 

6.10 Government Protection for Consumers

监管机构和消费者保护

 

美国证券交易委员会和联邦存款保险公司等监管机构的成立是为了保护投资者和消费者免受不道德的金融行为的侵害，确保市场公平透明。

 

  • 证券交易委员会（SEC）： 监管证券市场，保护投资者免受欺诈并确保公平交易。
  • 联邦存款保险公司（FDIC）： 为银行和储蓄协会的存款提供保险，如果机构倒闭，保护消费者免受损失。
    • 例如，联邦存款保险公司 (FDIC) 为银行和储蓄机构的存款提供保险，如果银行破产，则在保险限额内为消费者提供保护。
  • 全国大学联盟（NCUA）： 为信用合作社成员提供与联邦存款保险公司 (FDIC) 为银行客户提供的保护类似的保护。

 

这些机构确保金融市场的透明度、公平性和安全性，并提供各种服务来帮助消费者安全地使用金融服务。

 

各国政府已制定了各种法律和机构，致力于确保消费者获得有关商品和服务的准确信息，并免受欺诈行为的侵害。 美国食品药品管理局 (FDA) 监督食品和药品的安全，同时 消费者金融保护局（CFPB） 关注公平的金融实践。其他值得注意的机构包括 美国农业部（USDA）, 国道 和 交通安全管理局，以及 美联储。 

 

投诉信示例：

[你的名字]

[您的地址]

[城市、州、邮政编码]

[电子邮件]

[今天的日期]

 

[公司名称]

[公司地址]

[城市、州、邮政编码]

 

尊敬的客户服务人员，

 

我写信是为了表达我对 [产品/服务名称] 的不满，我于 [购买日期] 从你们的 [商店位置/在线平台] 购买了该产品。尽管你们的产品承诺 [描述产品承诺]，但由于 [描述问题]，该产品未能达到广告宣传的效果。

 

根据 [相关政府机构，例如 CFPB、FDA]，消费者有权获得符合卖方索赔的产品和服务。鉴于此，我正在寻求 [指定您想要的补救措施：全额退款、更换等]。随函附上我的收据副本以及与此事相关的任何信件。

 

我相信您会及时解决此问题。我期待您在 00:00:00 内回复。

 

真挚地，

 

[你的名字]








In addition to federal regulators like the FDIC and NCUA, each state has its own regulatory agency responsible for overseeing financial institutions. These state agencies, such as the State Banking Department or the Department of Financial Services, work to ensure that institutions follow state-specific rules and regulations. They also offer protections for consumers and resolve disputes within the state. For instance, in New York, the Department of Financial Services regulates all state-chartered financial institutions and enforces consumer protection laws.

6.11 Rights and Responsibilities Under Consumer Protection Laws

消费者保护法确保买卖双方维持公平的市场。买家有权收到他们所支付的商品，而卖家则有责任按照广告提供产品和服务。

示例：如果消费者购买的产品与广告宣传不符，消费者保护法允许他们要求退款、维修或更换，并要求卖方承担其义务。

In sum, consumer decision-making is influenced by a myriad of factors, from personal preferences to global economic conditions. Understanding these factors, alongside the protections and regulations designed to maintain fair and ethical commerce , empowers consumers to make choices that align with their financial goals and ethical values.

主要课程信息：

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