心理营销的四大方法

在营销的角度来说，应该要去想办法让用户减少思考的时间，更快的做决定。而对于这点，一些心理学上的东西可能是非常有效的。在心理学当中提供了很多可以让人快速做出决策的方法，这些都可以布置到营销里面。

短缺原理

短缺原理里说明了当人们感觉要失去一些东西的时候，会对他的决策产生非常大的影响。最简单的例子就是：当我们在与某人通话的时候，有其他的电话进来，我们更多的时候会去选择接听这个打进来的电话，即使我们知道这个打进来的电话很可能没有现在正在进行的通话来的重要，内容也很可能不如现在的精彩，但我们还是会去接，因为我们知道不去接那个电话可能会失去什么，失去感影响了我们的决策。

而且害怕失去的这种心理会比得到更加有刺激力，你告诉某个人你不这么做将会失去什么比你这么做会得到什么的效果要好很多。所以短缺原理的应用对于让用户更快的决策帮助是显著的。

在将短缺原理用到营销里面，最重要的是营造出用户如果不购买就会失去什么的氛围，用失去代替得到，效果会好很多。

退让原理

退步原理被非常广泛的运用到谈判当中，在谈判之前，双方都会一开始都会摆出比较离谱的姿态，然后双方开始让步直到大家都认可的一个层面。虽然退步原理在谈判领域有点用烂了，但是拿到营销学上，还是非常的有效。曾经看到有个电商企业，他们的客服人员被告知在向用户推荐一些商品的时候，采用逐步减价的方式，这让他们的转化率非常的高。

退让原理可以带来的影响力可能会超出我们的想象，在营销的时候能够应用的范围也非常的广泛，在商品描述里面，在与顾客交流的过程当中，在用户选择商品的时候，都可以应用到退让的原理。利用这一点，需要着重注意的是退让的幅度和原因，每一次退步都要给以用户很合理的理由，否则可能会让用户觉得你之前的行为是在欺骗他。

权威原理

首先讲个例子：国外有个研究心理学的组织，他们做了一个测试，他们冒充医学教授给某医院的护士发布了一些指令，指令的内容是向病人注射不正常用量的药物，对于这个指令，护士有很多的理由产生怀疑，1、处方是电话告知的，这违背了医院的规定；2、药物的用量明显不正常，甚至会对病人产生危害；3、护士没有见过这个电话里的医生。但是这个测试下来，95%的护士都径直走到病房，准备给病人用药。

这个例子就是权威影响力的体现，在这个例子当中，护士听到“医生”的指令后，很自然的采取了服从的态度，虽然当中错误点很多，但是大多数人都没有产生怀疑。权威的影响力非常的大，所以在营销过程当中，能够体现出权威的引导，自然会减少用户的决策时间。

环境影响

加快用户的决策就是在减少他们的顾虑点，如果用户的很多担忧的地方都很迅速的得到了解除，那么他自然就会更快的做出决定了。而减少用户顾虑点最好的方法就是通过环境的因素来影响。环境的因素有很多，比如说用户的大部分好评、明星的使用广告、比性价的系统等等这些都是。他们也都可以让用户更快的决策。

In the marketing point of view, should be a way to allow the user to reduce the time to think, make a decision faster. For this, something in psychology can be very effective. In psychology provides a lot of can let a person quick to make a decision method, which can decorate into marketing.

A shortage of principle

Shortage principle states that when people feel to lose something, can produce very big effect to his decision. The simplest example of this is: when we are in a conversation with someone, there are other phone to come in, we more will choose to answer the incoming call, even though we know that the incoming call will likely have ongoing call now to important content is likely now than in the wonderful, but we still will go to pick up, because we know what not to pick up the phone might be lost, lost feeling influence our decisions.

And fear of losing a stimulating force, this kind of psychology will get more than you tell someone you don't do what will lose more than what you do will get effect is much better. So shortage principle of application to let users faster decisions help is significant.

Elements of the shortage of marketing, the most important thing is to create the user if you don't buy will lose what atmosphere, use instead of get lost, the effect will be much better.

Concession principle

Retrogression principle is widely applied to the negotiations, prior to the talks, the two sides will be the beginning will pose more outrageous, then both sides began to concessions until everyone a level of recognition. Although regression principle in the field of negotiation is a little bit with rotten, but the marketing, is very effective. Ever see a electricity enterprises, their customer service staff were told to users recommend some goods, using price step by step by the way, which makes their conversion rate is very high.

Concession principle can bring influence may be beyond our imagination, can be used in the marketing of the range is very wide, in commodity description, in the process of communication with customers, at the time of the user to select goods, can be applied to the principle of concessions. Take advantage of this, we need to focus on is the range of the concession and reason, every step is to give the user a reasonable reason, otherwise it may make users feel you before behavior was lying to him.

The authority principle

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This example is the embodiment of the authoritative influence, in this case, the nurse heard \"doctor\" command, the naturally obey the attitude, the error of point many, but most people do not doubt. Authority's influence is very big, so in the

marketing process, to embody the authoritative guidance, will naturally reduce the user's decision time.

The environmental impact

To speed up the user's decision to reduce their concerns point, if the user's worries many places are very quickly got a lift, then he will make a decision faster. And the best way to reduce the user concerns point is through the environment factors to influence. Environmental factors are many, such as the use of most of the user high praise, star advertising, than sex price system etc. These are. They also can let users faster decisions.