Как ирационалните решения на потребителите се използват в маркетингови стратегии
The Use of Irrational Consumer Decisions in Marketing Strategies

Author(s): Vassilena Vassileva
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Management and complex organizations, Sociology of the arts, business, education, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: irrational consumer behavior; behavioral economics; marketing strategies; emotional marketing; decision-making
Summary/Abstract: In contemporary marketing, understanding and utilizing irrational consumer decisions is crucial. Behavioral economics, with authors such as Kahneman and Thaler, reveals how cognitive biases and emotions influence choices. Strategies like the anchoring effect, scarcity, and social proof manipulate these biases to stimulate purchases. Colors, shapes, and messages are used to evoke desired emotions. Although rational arguments are important, emotions often take the lead. Recent studies show that consumers trust recommendations and respond to emotional content. Ethical use of these techniques is essential.

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