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www.msmro.orgMaastricht School of Management Romania
Putem să clienţii?
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Fără să fim...
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www.msmro.orgMaastricht School of Management Romania
Cognitive Biases
• Loss Aversion/Aversiunea la pierdere• Priming• Framing• Paradox of Choice/Paradoxul alegerii
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www.msmro.orgMaastricht School of Management Romania
Loss Aversion/Aversiunea la pierdere
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Loss Aversion
Neplăcerea de apierde ceva e dedouă ori mai maredecât bucuria de a-ldobândi.
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Loss Aversion
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Loss Aversion
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Loss Aversion va continua după aceste mesaje:
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www.msmro.orgMaastricht School of Management Romania
Ce procent din deciziile voastre se bazează
pe raţiune?
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Ce procent din comportamentul
consumatorului credeţi că se bazează pe raţiune?
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*Journal of Personality and Social Psychology https://dornsife.usc.edu/assets/sites/208/docs/Wood.Quinn.Kashy.2002.pdf
Între 57% şi 65% din comportament
se bazează pe raţiune.*
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Cognitive Biases. Cogni – ce?
Câteodată, natura umană ne face să ne comportăm iraţional
în mod sistematic.
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Cognitive Biases
Putem folosi asta în marketing?
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Loss Aversion /Aversiunea la pierdere
Bine aţi revenit!
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O putem folosi?
Loss Aversion
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Loss Aversion
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Loss Aversion
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Loss Aversion
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Loss Aversion
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Loss Aversion
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O folosiţi?Cum aţi folosi-o?
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Framing
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Framing
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Framing
Oamenii reacţionează diferit în faţa unei alegeri în funcţie de felul în care
le e prezentată.
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Framing
Ce aţi cumpăra?
95% eficient 5% risc de eşec
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Framing
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Framing
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Framing
500 ml 750 ml 1000 ml
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Framing
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Framing
O folosiţi?Cum aţi folosi-o?
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Priming
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Priming
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Priming
Memorie? Procesor?
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Priming
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Priming
O folosiţi?Cum aţi folosi-o?
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Paradox of Choice/Paradoxul alegerii
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Paradox of Choice
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Paradox of Choice
• Opţiuni satisfacţie • Less is more
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Paradox of Choice
“On QuickSprout, I only offer three socialsharing options: Facebook, Twitter andGoogle Plus. I recently did a test where Ioffered five options, in which I addedLinkedIn and Pinterest. The end result was adecrease in social sharing by 29%.”
Nick Patel, QuickSprout
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Paradox of Choice
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Paradox of Choice
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Paradox of Choice
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The Paradox of Choice
O folosiţi?Cum aţi folosi-o?
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Q&A
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www.msmro.orgMaastricht School of Management Romania
www.msmro.orgMaastricht School of Management Romania