Ⅱ. 簡答題 (20%)
Read the following passage.
Marketing Psychology
One key part of being a great marketer is understanding how and why
people think and act the way they do. To help you attract, convince, and
convert more people with your marketing, you should know the following
lessons about psychology.
First, priming. Have you ever played the game where one person says a
word, and the other immediately responds with the first thing that comes to
mind? That’s kind of how priming works. You’re exposed to one stimulus,
and it affects how you respond to another stimulus. Psychology Today gives
the example of two groups of people reading the word “yellow” followed by
either “sky” or “banana.” Because people have a semantic association
between the fruit and its color, the “yellow-banana” group will recognize the
word “banana” faster than the “yellow-sky” group recognizes “sky.” Using
subtle priming techniques, you could help your website visitors remember
key information about your brand -- and maybe even influence their buying
behavior.
Second, reciprocity. In your marketing, there are a lot of ways to take
advantage of reciprocity. It can be anything from a branded sweatshirt, to an
exclusive e-book, to a free desktop background, to your expertise on a
difficult subject matter. Even something as simple as a hand-written note can
go a long way in establishing reciprocity. Just be sure you’re giving away
the free thing before you ask for something in return.
Third, social proof. Most marketers are aware of this concept already,
but it was too important to leave out from this list. If you’re not familiar
with it, social proof is the theory that people will adopt the beliefs or actions
of a group of people they like or trust. In other words, it’s the “me too”
effect. Think of this like an awkward middle school dance -- few people
want to be the first on the dance floor, but once a few people are there,
everyone else wants to join in.
Fourth, scarcity. Have you ever gone to buy airplane tickets and seen a
tagline that says “Only three seats left at this price!” Yup, that’s scarcity.
This psychology principle goes back to the simple formula of supply and
demand: The more rare the opportunity, content, or product is, the more
valuable it is.
Fifth, anchoring. Have you ever wondered why it’s so hard to resist a
sale at your favorite clothing store? Often, it has to do with anchoring --
people base decisions on the first piece of information they
receive. So if my favorite store typically retails jeans for $50, but I find them
on sale for $35, I’ll be ecstatic. I’ll probably even buy them.
Sixth, clustering. People have a limited amount of space in their
short-term memory. In fact, most people can only remember seven pieces of
information at a time. To cope, most people tend to cluster similar pieces of
information together. For example, if you had a whole grocery list of
random items, most people would mentally group items into certain
categories (dairy, grain, meat, etc.) to be able to better remember what
exactly was on the list.
Answer each of the following questions in a complete sentence.
【題組】3. According to the passage, what is the important principle of
marketing psychology?