The fiery match of the World Cup did not affect the popularity of the 6.18 shopping festival.
On June 19, Jingdong released the final report of the 6.18 Shopping Festival. The sales amount was 159.2 billion yuan, an increase of over 37% year-on-year.
As if this June, men are watching football, women are shopping.
3. A man who stays up late to watch the ball and get up in the morning will feel deeply tired.
2. Women who rushed to the Internet to collect a pile of goods will rise inexplicably in their hearts.
This is doomed. In the latest book Triggering Irrational Consumption in 2018, my discussion of irrational purchase decisions can explain the psychological root causes of post-purchase loss from a single point of view. Consumers inspire, or comfort.
1, difficulty in selection and loss after purchase
The troubles of life can be divided into two categories. One is the fear of uncertainty in the future, and the other is the regret of past experiences.
When consumers make purchase decisions, there will also be two kinds of psychological entanglement states, one before the purchase decision and one after the purchase decision.
One is 'choice of difficulties', which means that consumers face extremely difficult purchase choices and cannot make satisfactory choices. When consumers must make decisions in multiple choices, they are panicked and difficult to choose. Some degree of fear of choice.
The reason for the difficulty of choice lies in the fear of uncertainties in the future. Any purchase choice will have gains and losses. Consumers will not know what kind of chain reaction will occur after the decision is made. Therefore, in the evaluation of this kind of gains and losses Uncertainty.
The other is the “post-purchase loss syndrome”. After the consumers spend money, the inexplicable feeling of loss in their hearts will rise. Even if the products are well used, they will feel a little regret for their own decisions, especially when they spend large sums of money. After that, it will repeatedly consider whether or not it should purchase, whether it has made a correct decision when purchasing, and whether there is a better choice.
The root cause of post-purchase loss is repentance. Regret is a very painful emotional experience that results from its own bad decision. Zhou Xingchi has a classic line in Journey to the West: “There was a sincere love In front of me, I didn't cherish it. I didn't regret it until I lost it. The most painful thing in human life is this. If God can give me another opportunity, I will say three words to the girl: I love you. If you have to add a deadline to this love, I hope it will be 10,000 years!' The reason why everyone is familiar with this line is because it describes the regret caused by the resonance.
There are two kinds of regrets: one is the regret of inaction, that is to say, the dry thing is not done; the other is the regret of chaos, that is, things that should not be done.
The line in the phrase "Journey to the West" describes a kind of inaction regret. It does nothing.
Sometimes, we shouldn’t do it.
So, what is the regret of chaos? Let's look at an example of stock trading. Suppose you buy a stock. The stock price drops from 50 yuan to 20 yuan. Under different circumstances, what will be the difference in your psychological feelings? What?
A, 50 yuan to buy one, fell to 20 yuan to sell.
B, 50 yuan to buy one, fell to 20 yuan has not sold.
C, 50 yuan to buy one, fell to 20 yuan to sell, the stock rose to 60 yuan.
If we calculate the economic account rationally, in the above three cases, the money in our hands is the same, it is 20 yuan. For the A option, the stock price is sold when it drops from 50 yuan to 20 yuan, and the economic loss is painful. Option B, the stock price fell, but there is also hope that it will rise again. So the heart is not so painful. For the C option, when the stock price fell, it was sold. As a result, the stock price rose again. This is the most painful situation for us. Not only from economic losses, but also from regret, regret from chaos.
Usually, the regret of misconduct is more painful than the regret of no action. Therefore, in order to avoid repentance, we sometimes prefer not to act.
2. What kind of buying decision is rational?
When purchasing decisions, consumers are too eager to pursue rational decisions, but they cannot do so, so there will be psychological conflict and pain. Since rational decision making is so difficult, let us focus on limited rational decisions.
Bounded Rationality was proposed by the famous psychologist, the economist Herbert A. Simon (1916~2001), who believes that humans often cannot make decisions completely. Rationality will therefore seek various shortcuts and find reasonable and feasible solutions.
Simon was born in Wisconsin in 1916. His erudition was enough to impress the world and he had 9 doctoral degrees. Because of his outstanding contribution to the limited rational decision-making, he won the 1978 Nobel Prize in Economics. The core of Simon's theory. There are two points of thought: one is the principle of bounded rationality and the other is the principle of satisfaction.
First, human behavior is rational, but it is not completely rational, and decision-making follows the principle of limited rationality.
Simon believes that there have been two extremes in the study of human rational behavior for a long time:
At the extreme is the view of psychologists represented by Freud. They try to attribute all human behavior to the dominance of emotions. In response, Simon put forward criticisms, he believes that although people’s behavior is not completely rational , but at least to a large extent is reasonable, emotion can not dominate the whole person.
At the other extreme, the rational human hypotheses of economists have given humanity omniscient rationality. From the perspective of economists, humans seem to have a complete system of rational logic that can always be carried out in various alternatives. The choice is always very clear about the various alternatives. In order to determine the optimal alternative, one can perform infinitely complex operations. Simon also refuted this. He pointed out that the decision-making behavior of a single individual cannot be completely rational. Degree, because of the large number of alternatives, too much information needed to evaluate the alternatives.
In fact, no one can grasp all the information. Decision makers can only predict the results through analysis. They can only make more satisfactory choices in consideration of risks and benefits. So Simon believes that human behavior is rational. , But it is not completely rational. Decisions follow the rules of limited rationality.
Second, because reason is limited, people do not seek optimal decisions, but instead seek satisfactory decisions.
Starting from bounded rationality, Simon proposed the concept of satisfactory decision making. Logically speaking, full rationality leads people to seek optimal decision-making, and bounded rationality leads to people seeking satisfactory decision-making. People's research on decision-making is always based on The optimal type decision, in theory, the optimal type decision is established.
However, Simon believes that full rationality is difficult to achieve, and people cannot make decisions based on the best principles. First, people have insufficient information and they have many uncertainties in the future. People cannot know everything about the future. Second, people are not able to come up with all plans, and it is impossible to increase the decision-making cost indefinitely in order to find all plans. Third, people's computing power is limited, and it is impossible to prioritize various decision-making results.
Therefore, Simon proposes to replace the optimal decision with a satisfactory decision. If the decision is compared to a needle in a haystack, the optimal decision requires the best needle to be removed from all needles on the seabed. Satisfaction is only required to be limited. Needle can be sewn from several needles. Even if there are better needles, decision-makers will no longer care.
Satisfaction-based decision-making usually takes two strategies: One is a contentment strategy that selects the option that meets the minimum requirement. The decision-making method is to establish a minimum standard that can be used to make a decision as long as the criteria are satisfied. The other is to gradually eliminate the strategy. , To find unacceptable, unacceptable options first, to eliminate unsuitable options, and to find the right options, through a number of related attributes.
Editor's note: The content of this article is selected from the new book Triggering Irrational Consumption published by Dr. Yu Xianjun, Marketing Director of CCTV Advertising Center. The book is sold in Jingdong, Tmall and other major e-commerce companies, and currently ranks in the marketing bestseller list. Top 5.