by : DAVE NASH & JOHN PEEBLES
Published : Journal Integreted Marketing Communication - 2011
Abstract:
Social marketing and behavioral economics have much in common. Each considers how individuals respond to various stimuli and how various incentives can drive desired (and profit maximizing) behaviors. Behavioral economics differs from classical economics in the strict assumptions regarding rational thoughts and choices that are lessened to allow for emotion, poor judgment, and various cultural influences. Marketers must manage the precursors of choice by creating opportunities and removing barriers. Furthermore, they must reinforce choice consequences by creating the most appealing cost-benefit bundle in order to alter long term behavior and customer value. This can be achieved as a result of social marketing techniques optimizing various types of choice architecture. These social marketing techniques utilize insight into the sometimes irrational and emotional behavior of consumers – at the heart of behavioral economics - to incentivize profit-maximizing behaviors and enhance long-term customer value.
Behavioral economics can help firms improve online and other customer touch point marketing efficacy. Behavioral economics has been defined as “the combination of microeconomic concepts, principles and measures along with concepts, principles and experimental methods developed by behavior analysts” (Madden, 2000). As such, behavioral economists offer insight into how customers really make decisions – especially purchase decisions based upon the choices available to them – not just how they should rationally make decisions.
Behavioral economics differs from classical economics in that the . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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