



(Bruno老師親自錄製Podcast 音檔請點選【聽朗讀】)
I recently earned a Verified Certificate in Marketing Psychology from the University of Oxford's Saïd Business School. This got me thinking back to when I studied the same subject in university 26 years ago. Back then, the internet wasn't widespread and was very slow. The marketing landscape was relatively simple, with traditional media like television, magazines, and newspapers being the primary channels. Now, we have a vast array of digital and social media. However, no matter how marketing channels evolve, the core always revolves around "people."
最近我從英國牛津大學賽德商學院獲得了行銷心理學的認證證書。這讓我不禁回想起 26 年前在大學修讀同一門科目時的情景。當時,網路還不普及,速度緩慢,行銷環境相對單純,主要媒介仍是電視、雜誌、報紙等傳統媒體。而現在,我們有了大量的數位媒體和社群媒體。然而,不論行銷媒介如何演變,其核心始終圍繞著「人」。
Marketing psychology is a field that combines psychological principles with marketing strategies. Its goal is to understand consumer behavior, decision-making processes, and the psychological factors that influence purchasing intent. It delves into people's needs, desires, motivations, perceptions, and attitudes, applying these insights to product development, brand communication, pricing strategies, and sales techniques to more effectively attract and persuade target audiences.
行銷心理學是一門結合心理學原則和行銷策略的學科,旨在了解消費者行為、決策過程以及影響其購買意願的心理因素。它深入探討人們的需求、欲望、動機、感知和態度,並將這些洞察應用於產品開發、品牌溝通、定價策略和銷售技巧上,以更有效地吸引和說服目標客群。
No matter how rapidly marketing tools evolve, there are several indispensable techniques for people-centric marketing psychology:
無論行銷工具如何日新月異,以人為核心的行銷心理學有幾個不可或缺的技巧:
Understanding Consumer Needs and Motivations 理解消費者需求與動機
This is the cornerstone of all marketing activities. Only by thoroughly researching the target audience's pain points, desires, values, and lifestyles can you create products or services that genuinely solve problems.
這是所有行銷活動的基石。深入研究目標受眾的痛點、願望、價值觀和生活方式,才能創造出真正能解決問題的產品或服務。
Emotional Connection 情感連結
People's purchasing decisions are often driven by emotion. Building emotional resonance with consumers through storytelling, brand personality, and delivering experiences that exceed expectations can effectively boost brand loyalty.
人們的購買決策往往受情感驅動。透過故事敘述、品牌個性以及提供超出預期的體驗,與消費者建立情感共鳴,能有效提升品牌忠誠度。
Trust and Persuasion 信任與說服
In an age of information overload, building trust is crucial. Using psychological principles such as social proof (e.g., user reviews), authority (expert recommendations), and scarcity (limited-time offers) can more effectively persuade potential customers.
在資訊爆炸的時代,建立信任至關重要。利用社會證明(如使用者評價)、權威性(專家推薦)和稀缺性(限時優惠)等心理學原理,可以更有效地說服潛在客戶。
Application of Cognitive Biases 認知偏誤的應用
Understanding common cognitive biases, such as the anchoring effect (the first price seen influences subsequent judgments) or loss aversion (people tend to avoid losses more than they seek equivalent gains), can help design more effective pricing and promotion strategies.了
解人類常見的認知偏誤,如錨定效應(第一個看到的價格會影響後續判斷)或損失規避(人們傾向於避免損失而非獲得同等收益),可以幫助設計更有效的定價和促銷策略。
About 20 years ago, many B2B companies didn't prioritize branding and marketing, believing that low prices and good quality products were sufficient. However, today's environment is entirely different. Even B2B enterprises must place high importance on marketing and brand building. This is because end consumers' brand awareness and preferences are increasingly influencing the procurement decisions of B2B suppliers.
約莫 20 年前,許多 B2B 公司並不重視品牌和行銷,他們認為只要產品價格低、品質好就足夠了。然而,現今的環境已截然不同。即使是 B2B 企業,也必須高度重視行銷與品牌塑造。這是因為最終消費者對品牌的認識和偏好,正逐漸影響著 B2B 供應商的採購決策。
For example, a B2B company that produced smartphone screen glass might have only needed to focus on technology and cost in the past. But now, if consumers have high brand loyalty to a particular brand of smartphone screen protector, and that protector emphasizes the use of a certain "super scratch-resistant" glass, then the smartphone brand choosing its screen glass supplier will tend to choose a supplier that collaborates with the glass brand known to consumers. Even as a supplier, it must use marketing to make its "component brand" known and recognized by downstream brands and even end consumers. Another example is how many consumers now specifically look for Intel or AMD processors when buying a computer. This is an example of B2C brand influence, which in turn forces B2B manufacturers (like computer makers) to consider these consumer-recognized "branded components" when procuring parts.
In conclusion, no matter how times change or technology advances, the core of marketing remains constant: solving human needs. From understanding consumer psychology to building brand connections and influencing B2B purchasing decisions, all marketing efforts should aim to satisfy people's actual needs and deep desires. Only by truly putting people first can one remain invincible in a rapidly changing market.
總而言之,無論時代如何變遷,科技如何發展,行銷的核心始終不變:解決人的需求 (Solving human needs)。從理解消費者的心理,到建立品牌連結,再到影響 B2B 的採購決策,所有的行銷努力都應指向滿足人們的實際需求與深層渴望。只有真正以人為本,才能在快速變化的市場中立於不敗之地。
There are many beautiful landscapes in that area.
該地區有許多美麗的風景。
I have asked a professional to landscape our garden.
我請一名專業人士來設計自家花園的景觀。
Remote work has changed the employment landscape in recent years.
遠距工作近年來改變了就業環境的樣貌。
Trevor’s primary reason for going to the party was to meet girls.
崔佛去參加派對的主要原因是要去認識女孩子。
Many people believe in the importance of primary education.
許多人深信初等教育的重要。
Many primary school students in this country exercise less than 2 hours a week.
很多這國家的小學生每週運動不到 2 個小時。
Blue is my favorite primary color.
藍色是我最喜歡的基本色。
The artist's idea for the masterpiece evolved from a casual conversation with a neighbor.
這名藝術家對這傑作的構想是從他和鄰居一段隨興的對話演變來的。
Through months of teamwork, our idea finally evolved into a feasible plan.
藉由數個月的團隊合作,我們的想法終於化為可行的計畫。
Our understanding of technology continues to evolve as new innovations emerge.
隨著創新技術的出現,我們對科技的理解持續演變。
It was not my intent to spend half of the morning on the phone.
我不是有意要花半個早上在講電話。
It was not my intention to spend half of the morning on the phone.
我不是有意要花半個早上在講電話。
Henry is intent on going abroad to further his studies.
亨利已下定決心要出國深造。
Henry is determined to go abroad to further his studies.
亨利已下定決心要出國深造。
I’m not very good at parking the car because I have a poor sense of perception.
我不太擅長停車,因為我的感知力很差。
Rachel has excellent powers of perception for such a young girl.
對這麼年輕的女孩來說,瑞秋有極佳的洞察力。
My perception of the meaning of life is different from yours.
我對生命意義的觀點和你的不同。
I drive my son to school every day.
我每天開車送我兒子上學。
My wife is just learning how to drive.
我太太才剛開始學開車。
That noise is driving me crazy.
那噪音讓我抓狂。
It’s a one-hour drive to that restaurant.
到那間餐廳要 1 小時的車程。
Rebecca is full of drive―she’ll go far in life.
蕾貝卡充滿幹勁 — 她會成功的。
Our parents have authority over us when we are young.
小時候,父母可完全支配我們。
My cousin is an authority on photography.
我表哥在攝影方面是個權威。
The authorities concerned should take immediate action to deal with the problem.
有關當局應立刻採取行動處理此問題。
The young writer sought advice from an authority on classical literature.
這位年輕的作家向一位古典文學權威人士尋求建議。
The application of the new data led to the success of the mission.
這些新資訊的運用使得任務順利達成。
It seems that this information has no practical application.
這項訊息似乎沒有實際效用。
Could you tell me how to fill out this application (form) for admission to that university?
你可以告訴我怎麼填寫那所大學的入學申請表格嗎?
This glue has many applications in both construction and home repair. 這種膠水在建築和居家修繕上用途多多。
The captain ordered us to drop anchor and prepare to land.
船長命令我們下錨準備登陸。
Ron and Vicky are the anchors of a nightly news program.
朗恩和薇琪是晚間新聞的主播。
Mary’s son has been her anchor since her husband died.
瑪麗自從老公過世後,她兒子就成了她的精神支柱。
The captain of the fishing boat anchored off the coast of Greece, telling his staff to take a rest.
這漁船的船長在希臘海岸附近下錨停船,告訴他的船員去休息一下。
The ship will have to be anchored here due to the coming storm.
因為有暴風雨要來,船得要在此停泊。
The students need to collaborate with their teammates to complete the project.
這些學生需要與組員合作來完成專題。
In conclusion, Tom is a man you can count on.
總之,湯姆是個你可信賴的人。
恭喜答對獲得 熊贈點 1點
