Cov hom tseem ceeb ntawm cov neeg yuav khoom hauv khw thiab hauv khw

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Kev sib raug zoo ntawm tus neeg muag khoom thiab cov neeg yuav khoom yog ib qho nyuaj tshaj plaws, vim tias tus neeg muag khoom yuav tsum nrhiav ib hom lus nrog lawv. Raws li kev tshawb fawb, qhov ua tau zoo ntawm kev muag khoom yog nyob ntawm seb tus neeg muag khoom paub ntau npaum li cas cov neeg yuav khoom thiab yuav nrhiav tau txoj hauv kev rau lawv li cas. Thiab cov neeg yuav khoom yog cov neeg feem ntau, txhua tus muaj nws tus yam ntxwv ntawm kev puas siab puas ntsws.

Classic yam

Peb txhua tus sib txawv, peb mus ntsib cov chaw sib txawv, peb xaiv cov khoom lag luam uas muaj npe nrov thiab tsis muaj npe ntau ntawm tus nqi kim thiab pheej yig. Kev ua neej nyob niaj hnub no tso cai rau peb faib txhua tus neeg yuav khoom raws li cov hauv qab no:

• Muaj Peev Xwm: muaj cov neeg siv khoom niaj hnub mus ntsib ib qho chaw tshwj xeeb, tab sis tsis txhob yuav khoom.
• Cov neeg muas zaub tshiab nkag mus hauv khw thawj zaug. Thiab cov neeg muag khoom tau ua haujlwm los ua qhov kev xav zoo rau cov neeg siv khoom kom lawv xaiv qhov kev pom zoo ntawm lub qhov hluav taws xob no.
• Cov neeg siv khoom ncaj ncees: lawv paub cov neeg muag khoom, ib txwm xaiv hauv lub khw tshwj xeeb thiab muab nqi rau qhov zoo ntawm cov khoom, lossis tus nqi, lossis cov neeg ua haujlwm pabcuam.
• Cov neeg yuav khoom tsis nyiam: Cov hom neeg yuav khoom yog qhov nyuaj tshaj plaws vim lawv yuav tsum tau ua tib zoo tswj xyuas.

xov xwm dab tsi

Peb txhua tus tuaj rau ntawm lub khw muag khoom tshwj xeeb. Thiab peb txhua tus muaj kev xav tshwj xeeb los ntawm kev mus xyuas ib qho chaw tshwj xeeb. Psychologists faib tag nrho cov neeg siv khoom sib cais raws li lawv lub siab xav:

• Cov neeg siv tsis sib txuas lus: lawv tau tseg thiab nyob ntsiag to, thiab lawv tsis nyiam teb cov lus nug ntawm cov neeg muag khoom.
• txaj muag neeg yuav ib txwm xav tias yog lawm, yog li lawv tsis tshua mloog cov lus qhia ntawm cov neeg muag khoom, lawv muaj kev ntxhov siab thiab zoo siab.
• tus neeg yuav khoom zoo yeej ib txwm kam nrog cov neeg muag khoom tham, mloog lawv cov lus qhia thiab txawm ua raws li lawv. Qee lub sij hawm cov neeg siv khoom zoo li no yuav khoom vim lawv ntshai ua rau tus neeg muag khoom ua rau lawv tsis ntseeg.

Cov no yog hom tseem ceeb ntawm cov neeg yuav khoom ntawm lub khw los ntawm lub siab lub ntsws, tab sis ntawm cov pawg no muaj ntau tus neeg siv khoom uas nws lub siab xav sib txawv ntawm kev ua phem rau tus kheej thiab kev xav.

Tus cwj pwm dab tsi

Kev yuav khoom yog txheej txheem kev xav thiab txhua tus neeg yuav khoom coj txawv txawv. Ib tug neeg tuaj yeem xaiv ib yam khoom rau lub sijhawm ntev, tau ntsuas ntau ntawm lawv, thiab ib tus neeg tuaj rau ib qho qauv thiab yuav nws. Raws li cov kws kho kev puas siab puas ntsws, txhua yam ntawm cov neeg yuav khoom coj txawv txawv thaum cov khoom tshiab tshwm rau ntawm lub txee:

• Innovators yog cov neeg siv khoom uas hnov mob nrawm tshaj plaws rau cov khoom tshiab hauv khw, thiab rau lawv tus kheej kev lees paub yog qhov tseem ceeb dua. Xws li cov neeg, raws li psychologists,siv zog kom nyiam lwm tus nrog cov thawj, thiab qhov tseem ceeb tshaj, cov khaub ncaws tshiab.
• Cov neeg siv khoom nquag kuj ua tau sai, tab sis lawv tau tsav los ntawm kev tshaj tawm.
• Cov neeg yuav khoom lag luam yog hom nyiam tshaj plaws, vim lawv yuav khoom thaum nws cov koob npe nce siab.
• Cov khoom siv yog cov neeg yuav khoom uas twb dhau los ntawm kev zam ntawm luv nqi. Lawv tsis lees txais cov khoom tshiab thiab coj qhov ua haujlwm zoo.

Tus neeg lag luam hais dab tsi

Nyob rau hauv lawv lub tswv yim, nws muaj peev xwm txiav txim siab hom neeg yuav khoom los ntawm kev coj cwj pwm. Cov neeg lag luam txheeb xyuas 4 hom neeg siv khoom:

• Nrog tus cwj pwm nyuaj. Qhov kev coj cwj pwm no yog ib yam ntawm cov neeg siv khoom uas yuav khoom tshiab thiab kim. Raws li txoj cai, xws li kev yuav khoom yog ua tsis tshua muaj, yog li qhov no ua tiav tsis nco qab. Xws li tus cwj pwm kev yuav khoom yog hu ua complex, raws li cov neeg siv khoom nrhiav kev kawm txhua yam ntawm kev yuav khoom txhawm rau txhawm rau tshem tawm qhov txaus ntshai rau nws tus kheej. Nyob rau hauv cov ntaub ntawv no, tus neeg muag khoom siv zog los muab cov ntaub ntawv tseem ceeb tshaj plaws thiab txawj ntse txog cov khoom thiab nws cov khoom, nws qhov zoo, kom tus neeg yuav khoom tuaj yeem txheeb xyuas qhov tseeb ntawm nws tus kheej xaiv.
• Ntau hom, ntau hom neeg yuav khoom muaj tus cwj pwm tsis zoo thaum lawv muaj lub sijhawm los xaiv los ntawm ntau yam khoom zoo sib xws. Psychologists nco ntsoov tias cov neeg siv khoom zoo li no tau txais yam khoom raws li kev qhia tus kheej.
• Kev coj tus cwj pwm yuav yog yam ntxwv ntawm cov neeg siv khoom uas muajkev koom tes qis thiab tsis pom ntau qhov sib txawv ntawm cov khoom. Xws li cov neeg yuav khoom tsuas yog mus tom khw rau ib yam khoom tshwj xeeb thiab yuav nws yam tsis muaj kev sib piv lossis nrhiav cov txiaj ntsig. Txij li cov neeg siv khoom no tsis muaj hom kev ntseeg siab, cov neeg lag luam siv cov kev daws teeb meem xws li luv nqi lossis kev muag khoom los txhawb lawv.
• Kev tshawb nrhiav tus cwj pwm: Cov neeg siv khoom tus cwj pwm no tsis tsom mus rau ib hom npe tshwj xeeb - lawv xaiv yam lawv nyiam ntawm no thiab tam sim no.

Kev lag luam cov neeg siv khoom

Tus neeg yuav khoom sib txawv - zoo siab thiab thim rov qab, tshawb nrhiav thiab paub meej tias vim li cas nws tuaj tom khw lossis mus rau tom khw. Thiab yog tias kev ua lag luam tseem muaj lub sijhawm los sib tham thiab teeb tsa tus nqi uas yooj yim rau koj, ces qhov no tsis ua haujlwm hauv khw. Cov neeg yuav khoom zoo li cas, nws yog ib qho tseem ceeb uas yuav tsum paub rau cov neeg muag khoom lawv tus kheej, vim qhov no tso cai rau koj los txhim kho kev ua haujlwm zoo nrog cov neeg siv khoom. Thiab tus neeg siv khoom sib txawv, raws li nws lub siab xav:

• Xav tau thiab tuaj yeem yuav: qhov no, tus neeg muag khoom xav tau kom cov neeg siv khoom txaus siab thiab coj nws mus yuav.
• Xav tau tab sis tsis tuaj yeem yuav: qhov no, tus neeg muag khoom pom qhov laj thawj ntawm kev yuav tsis tuaj yeem thiab sim ua kom paub tseeb tias tus neeg siv khoom tseem xaiv qhov kev nyiam ntawm cov khoom no.
• Tsis xav, tab sis muaj peev xwm yuav.

Txhua yam ntawm cov neeg yuav khoom no muaj ntau heev hauv kev ua lag luam, yog li cov neeg muag khoom yuav tsum xav txog lub tswv yim thiab nrhiav txoj hauv kev rau txhua tus neeg yuav khoom tshwj xeeb raws li nws cov cai thiabmuaj peev xwm.

koj yog leej twg

Txhua hom kev puas siab puas ntsws ntawm cov neeg siv khoom tuaj yeem piav qhia hauv cov lus hauv qab no:

1. Cov kws tshuaj ntsuam ib txwm nrhiav cov lus teb rau lo lus nug "Yuav ua li cas?" thiab sim nrhiav ib yam khoom uas yuav ua tau raws li lawv cov kev xav tau. Cov neeg siv khoom no tsis yog tub nkeeg los tshawb xyuas qhov tseeb, vim lawv nyiam kev ua tiav hauv txhua yam. Lawv nug ntau cov lus nug, yog li cov neeg muag khoom yuav tsum siv tag nrho lub zog thiab ua siab ntev los qhia tag nrho cov ntaub ntawv tseem ceeb rau cov neeg siv khoom.
2. Cov neeg yuav khoom mob siab rau ib txwm paub lawv xav tau dab tsi thiab thaum twg. Yog li ntawd lawv tuaj rau lub khw lossis lub khw twb muaj lub hom phiaj tshwj xeeb, teeb tsa kom yeej, yog li kev ua yuam kev lossis kev xaiv tsis raug raug cais tawm. Xws li cov neeg yuav khoom txuag lawv lub sijhawm, yog li lawv yuav tsis nkim nws rau cov lus nug tsis tsim nyog.
3. Vim li cas-vim li cas-cov neeg siv khoom raug coj los ntawm kev paub txog cov khoom hauv thiab tawm ntawm cov khoom. Lawv tham thiab nug ntau, ua siab ntev mloog tag nrho cov lus teb, tab sis lawv tsis txaus siab rau qhov tseeb thiab cov ntsiab lus.
4. Kev xav ntawm cov neeg yuav khoom yog cov neeg muaj kev pheej hmoo, lawv muaj zog, yog li lawv feem ntau ua raws li kev yuav khoom. Feem ntau, hom neeg no siv zog los qhia txog lawv lub meej mom thiab kev hlub rau cov xwm txheej zoo.

Kev coj cwj pwm: Kub…

Kev yuav khoom yog txheej txheem nyuaj ntawm kev lag luam thiab kev puas siab puas ntsws. Cov kws tshawb fawb txawm tsim cov qauv tshwj xeeb ntawm cov neeg siv kawg tus cwj pwm. Yog li, raws li F. Hotler, txhua tus neeg yuav khoom coj tus cwj pwm hauv theem: ua ntej nws paub thiab tshawb nrhiav cov ntaub ntawv, ces nws txiav txim siab thiab ntsuas qhov tseeb ntawm nws.kev ua. Cov hom tseem ceeb ntawm cov neeg yuav khoom ua raws nraim li qhov no: ua ntej lawv txiav txim siab xav tau kev yuav khoom, kawm nws, tom qab ntawd lawv simulate qhov xwm txheej tshawb nrhiav thiab mus rau tom khw. Thiab ntawm no nws tseem ceeb heev uas cov neeg siv khoom txiav txim siab sai, thiab qhov no cuam tshuam los ntawm ntau yam.

…Batman

Raws li tus qauv Bethmann, kev xaiv yog ib txoj kev rov ua dua, tsis yog ib qho ua ntu zus. Tus kws tshawb fawb ntseeg tias cov neeg siv khoom thawj zaug ua cov ntaub ntawv, yog kev mob siab rau yuav ib yam khoom, ntsuas nws, suav nrog cov xwm txheej cuam tshuam thiab kev nyiam ntawm tus kheej. Thiab tsuas yog txiav txim siab seb yuav yuav lossis tsis yuav.

Yuav ua li cas cov neeg yuav khoom, xws li thiab yuav

Peb txhua tus tshwj xeeb, txhua tus muaj lawv tus kheej qhov tseem ceeb, qhov tseem ceeb thiab kev xav tau. Ntau hom kev yuav khoom, hom kev yuav khoom, thiab qhov zoo. Tab sis cov kws tshawb fawb ntseeg tias kev xaiv ntawm ib yam khoom tshwj xeeb yog qhov teeb meem ntawm kev puas siab puas ntsws. Thiab qhov no yog txawj siv los ntawm ob qho tib si marketers thiab sellers. Txhua qhov kev yuav khoom, hauv lawv lub tswv yim, muab faib ua peb hom:

1. Kev yuav khoom uas tau npaj kom meej.
2. Nyob khw muag khoom ntawm no thiab tam sim no.
3. ib nrab npaj yuav khoom.

Nws yog ib qho tseem ceeb uas feem ntau ntawm cov neeg yuav khoom ua raws li kev yuav khoom, thiab cov no tuaj yeem yog cov khoom ntawm txhua yam nqi. Feem ntau, cov neeg siv khoom tsis npaj tau xaiv ib yam dab tsi compact thiab feem ntau siv hauv tsev. Cov neeg muag khoom lawv tus kheej nteg tawm tag nrho cov khoom impulse nyob rau hauv qhov chaw pom tshaj plaws - yog li ntawd tus neeg yuav khoom tsis dhau los ntawm. Tsis tas li ntawd, nws yog ib qho tseem ceeb uas qhov chaw ua tib zoo npaj thiabnyiam xim nrog cov xim ci lossis cov duab.

Yuav ua li cas los ntawm kev pom kev lag luam

Tus neeg yuav khoom txaus siab tsis yog rau cov neeg lag luam thiab cov kws paub txog kev puas siab puas ntsws, tab sis kuj rau cov kws lag luam. Lawv xaus lus tias cov neeg yuav khoom sib txawv ua raws li ntau qhov teebmeem:

• cuam tshuam ntawm kev sib koom siab nrog feem coob;
• snob effect;
• veblen effect;
• nqe effect.

Cov txiaj ntsig ntawm kev sib koom siab nrog feem ntau hais tias tus neeg yuav khoom tsis yog vim nws xav tau, tab sis vim feem ntau ua nws. Qhov ntawd yog, cov neeg yuav khoom siv zog ua kom zoo li txhua tus, kom phim lwm tus neeg kom ua tau raws li lawv lub tswv yim txog kev zam, kev zoo nkauj, thiab lwm yam.

Cov nyhuv snob yog lub siab xav ua kev yuav khoom rau lub luag haujlwm ntawm tus kheej, txhawm rau qhia tus kheej qhov tseem ceeb thiab qhov qub, kom sawv tawm ntawm pawg neeg. Raws li cov nyhuv Veblen, cov khoom tau yuav rau kev noj qab haus huv. Feem ntau, cov khoom kim heev yog yuav, tsim los qhia txog lub meej mom thiab cov xwm txheej ntawm tus neeg yuav khoom. Tus nqi nyhuv dominates thaum ib yam khoom raug xaiv tsis tsuas yog rau zoo tab sis kuj rau tus nqi.

Txhua yam tab sis tib yam

Feem ntau, kev yuav tus cwj pwm tuaj yeem piav qhia los ntawm ntau yam - cov nyiaj tau los, kev xav tau tam sim no, xav tau, thiab xav sawv tawm. Ib tug neeg soj ntsuam cov khoom, ib tug neeg xaiv cov fashionable tshaj plaws, ib tug neeg yeej ib txwm nyiam lub hom ntawm cov khoom tib yam, thiab ib tug neeg tsis txuas nrog rau ib qho twg.hom tshwj xeeb. Peb yog txhua tus neeg yuav khoom ntawm ntau hom thiab theem ntawm lub neej, tab sis raws li cov kws tshawb fawb, peb txhua tus tos rau cov khoom zoo uas yuav muag rau peb nrog kev mloog thiab kev sib txuas lus. Thiab cov neeg yuav khoom niaj hnub no tsis yog ib tus uas xav tau kev txaus siab, tab sis yog ib tus neeg nrhiav kev tshaj lij kom paub thiab tswj hwm lawv cov kev txiav txim siab.