"Liu 5-minute Business School" study Summary 01

Continuous learning is important, after the study of the summary is more important. summed up in order to put the knowledge of the framework and composition of the system, in order to reap the real change and improve, to the knowledge for my use.

The following is a summary of the first week of the Liu 5-minute business school, the main content of this week's study is consumer psychology. There are five important concepts: mental accounts, sunk costs, proportional biases, loss avoidance and price anchors.

Psychological accounts

We will classify the money in different psychological accounts. such as leisure and entertainment accounts, life must spend accounts, investment accounts, study spending accounts and so on.

For example, many parents are willing to spend a lot of money on their children, let them eat good, drink well, dressed, but to pay for their own extra savings. This is where parents keep their money in psychological accounts that raise their children's mental accounts and their own needs. The mentality is totally different when you spend money on these two accounts.

Sunk costs

When people decide whether to do something, they not only see whether it will be good for them in the future, but also pay attention to their past devotion to the matter.

People tend to fall into such a misunderstanding, the more upfront investment, the latter will be tempted to invest more and difficult to give up.

A lot of people should have this experience, when we pre-order some products, many businessmen will ask us to pay a little deposit (afterwards do not buy the deposit is not refundable). Many people later calmed down not to want, but did not want to lose that part of the deposit, had to reluctantly buy a product that they do not need very much.

Proportional bias (expensive and inexpensive are relative)

In many consumer occasions, we should have considered the changes in the value itself, but people are more inclined to consider the change in proportion or magnification, that is, people's perception of proportions is more sensitive than the perception of the value itself.

For example, there are two malls A and B, 10 minutes away. You and friends go to a mall to buy clothes, you look at a coat 100 yuan, then friends tell you this coat B shopping mall also sell, 80 yuan, so you do not hesitate to B shopping mall bought that coat. Another time, you and friends go to a mall to buy laptops, fancy x notebook computer 6590 Yuan, friends told you b shopping mall this computer sold 6550 yuan, then you may not go to B Mall to buy that computer.

Loss avoidance

There is no way to alleviate the loss of pain, psychologists call this loss more sensitive to the underlying psychological state called loss avoidance.

A less appropriate example, you go out in the morning on the road to pick up 100 yuan, at night to find that 100 yuan is missing, then you must be a little bit unhappy in the heart. You don't have much money, but people are more sensitive to the loss of something they already have.

Price Anchor Point

The price anchor is Ausky in 1992, he believes that consumers in the product price is not certain, there will be two very important principles to determine whether the price of the product is reasonable.

First principle: Avoid extremes.

The second principle: weigh the contrast.

When we buy some goods, we usually avoid the high and low prices, and choose the middle price of the goods. Do you understand why some businesses will produce high-priced goods and the main sales of goods together, the more expensive goods are not bought for you, is for you to compare with. have done the procurement of friends should be more clear the second principle, in the procurement of some goods, the market of this commodity we do not understand, can not determine the price of the manufacturers are fair, many people will find several or more than 10 manufacturers offer, to determine the price at what level is reasonable.

The above content is I according to own understanding as well as unifies Liu Teacher's course writes summary. I feel that I write far from the content of the course is wonderful and interesting, the example of the course is more vivid and accurate, but also has Liu teacher himself's voice interpretation.

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"Liu 5-minute Business School" study Summary 01