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Study on Anchoring Effect of the Marketing Strategy Based on Eye-tracking Technology

Author: LiuWeiWei
Tutor: DengLiHong
School: Harbin Engineering University
Course: Business management
Keywords: Anchoring Effect Marketing Strategy Consumer behavior decision-making Eye-tracking technology
CLC: F713.56
Type: Master's thesis
Year: 2013
Downloads: 46
Quote: 0
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Abstract


Life of a large amount of information so that one cannot make an accurate judgment, isoften affected by anchoring effect. When people make judgments on policy decisions areoften their own knowledge and experience, the recommendation of others, the event itselfaffected by various kinds of information. Those like anchors sink in people’s awareness,leading to judgments to these anchor points to adjust, such adjustments with non-objectiveorientation, eventually led to the emergence of decision-making biases. Anchoring effect asjudge deviations are prevalent in the life, with strong resistance, most of the time people can’tavoid being affected. This paper studies the consumer decision-making process characteristicsof anchoring effects in the eye, eye characteristics and outcome of analysis and grasps theconsumers affected by the anchoring effect of decision for enterprises using anchoring effecttheoretical basis for the development of consumer behavior marketing strategies providespecific. In this paper, the research content is as follows:First of all, from study on the connotation, principle and pattern recalls the anchoringeffect in three ways, and introduced the4P theory of marketing and consumer behavior-basedmarketing. Theoretical integration on this basis to study the relationship between consumerbehavior and marketing strategy, anchoring effect consumers under the effect of cognitivepsychological mechanisms. Marketing strategies for research purposes, to study on anchoringeffect for the underlying, with eye-tracking technology for research, cognitive psychologicalmechanisms for the theoretical background, construction of theoretical framework of thispaper.Second, according to the theoretical framework of this article, from the cognitiveperspective, analyzes the brand price anchoring, anchoring, anchoring language services andprice promotion anchoring effects on consumer decision making. Anchoring effect is made onthe basis of these experiment assumptions of cognitive experiments influence consumerdecisions, build a model, screening stimulus material and design experiments, and laboratoryprocesses, recording of experimental data.Again, record the experiment data is divided into two parts, eye movement data andbehavior data, respectively, using spss17.0statistical software for processing and analysis,comparative analysis of two kinds of data as a result, the preliminary conclusion, and then experiment data and don’t have validation experiment hypotheses are discussed respectively,and the data analysis of the reasons for this conclusion, and the experiment conclusion to theenterprise developing marketing strategy.Finally, according to the experimental conclusions, find anchoring effect under the actionof the consumer decision-making tended to have price, irrational tendency and serviceexperience, etc., as well as the anchoring consumer decision-making of enterprise marketingstrategy under the action of the key factors. Brands, prices, language and promotions usinganchoring effect on four aspects of role in consumers ’ behavior decision-making of enterprisemarketing strategy, and how to guarantee the smooth implementation of four types ofmarketing strategies.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Market management
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