How to understand the common fool hypothesis of consumers 5

Summary. Professor Lu Taihong, an authority on domestic marketing, put forward the theory of the "fool" hypothesis in consumer information behavior.

This theory argues that consumers are seen as:1"lazy and impatient", so communication should be simplistic; 2.

There is common sense but no knowledge", so the transmission should be continuous and lasting; 3."Sensory intuition comes first, and theory comes second", so communication should start with feelings; 4."I like to be laid-back and hate preaching", so the spread should be as easy as possible; 5.

half-hearted, like the new and hate the old", so communication should seek innovation in differences; 6."Follow the herd to ensure safety", so communication should pay attention to opinion leaders.

Professor Lu Taihong, an authority on domestic marketing, put forward the "fool" hypothesis theory in the noisy lead of consumer information behavior. This theory argues that the consumer is seen as:

1."lazy and impatient", so communication should be simplistic; 2."There is always radical knowledge but no knowledge", so the transmission should be continuous and lasting; 3.

"Sensory intuition comes first, and theory comes second", so communication should start with feelings; 4."I like to be laid-back and hate preaching", so the spread should be as easy as possible; 5."Half-hearted, like the new and hate the old", so communication should call for innovation in differences; 6.

"Follow the herd to ensure safety", so communication should pay attention to opinion leaders.

Professor Lu Taihong, a professor of international marketing at Sun Yat-sen University, once put forward the "fool" hypothesis theory in consumer information behavior in "Introduction to Information Culture", advocating that consumers should be regarded as such people: lazy and impatient, only common sense but no knowledge, forgetfulness, perceptual intuition first and rationality secondary, etc. Due to the "prepared fool" characteristics of consumers in information behavior, consumers lack information when choosing or purchasing, information asymmetry with the first party, and information directly related to their own interests is often not fully disclosed, so that they are misled and deceived.

Although it is confirmed that the demand curve arises naturally from the theory of consumer choice, the derivation of the blanking of the demand curve is not itself a theory of consumer behavior. Simply determining how people react to change doesn't require a rigorous analytical framework. However, consumer choice theory is extremely useful.

As we will illustrate in the next section, we can use this theory to more deeply determine the factors that determine family behavior.

Instant Answer Draw budget constraint lines and indifference curves for Pepsi and pizza. Illustrate what happens to the budget constraint line and consumer optimum when pizza** rises. Use your graph to divide this change into income effects and substitution effects.

Four applications. Now that we've established the basic theory of consumer choice, we can now use it to illustrate four questions about how the economy works. However, since each problem involves family decision-making, we can address these issues with the consumer behavior model we just proposed.

Are all demand curves sloping to the bottom right?

In general, when an item** goes up, people buy less. Chapter 4 refers to this normal behavior as the law of demand. This pattern manifests itself in the demand curve sloping to the lower right.

However, as far as economic theory is concerned, the demand curve also sometimes slopes to the upper right. In other words, consumers sometimes defy the law of demand and buy more when one item rises. To illustrate how this can happen, look at Figure 21-12.

In this example, in the hail hall, the consumer buys two items – meat and potatoes. Initially, the consumer budget constraint line was a straight line from A to B. The best advantage is c.

When the potato ** rises, the budget constraint line moves inward and is now a straight line from A to D. Now the best thing is e. It is important to note that the rise in potatoes has led consumers to buy more potatoes.

The basic questions of consumer behavior include:

1.Consumer Profiling (WHO).

2.Psychological behavior of consumers (what).

3.How to explain the consumer's behavior (why).

4.How to influence consumers