惡魔行為經濟學

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作者:松本健太郎

出版社:新樂園

出版日期:2022/07/06

掌握人的煩惱就大賣!

惡魔行為經濟學: 驅動風潮熱銷現象令消費者心動的40條行動法則

吃到飽、輕鬆減肥、瘋彩券、假新聞……為什麼會受歡迎?
因為背後都隱藏了惡魔心理。

行銷理論╳行為經濟學╳數據科學
想參透大賣、引發風潮的密碼必讀!
洞悉熱銷與風潮背後的惡魔面,讓「顧客」心動的40條法則!

運用「行銷理論」、「行為經濟學」以及「數據科學」解讀爆紅商品、現象、人物背後隱藏的「惡與慾望」,讓你可以實際運用在日常生活各個層面。!

解答人類的「不理性行為」,帶你深度了解「人心」!能夠暢銷大賣的商品,一定要有打動人心的購買理由。

本書作者-松本健太郎為數據科學家,透過數據科學,提供數位行銷、消費者觀察分析的服務。強調人是非理性的,「背德感」會使商品熱賣,利用「行銷理論X行為經濟學X數據科學」的概念,提出熱銷商品的惡魔面,提出驅動風潮熱銷現象,令消費者心動的40條法則。

行為經濟學就是在探索非理性的人類心理,研究人所做出的決定,著眼點在於「做出合理性決定的極限」。即使數據是事實,卻不一定是真相。因此,即使看到表層的數據資料,但若卻乏洞察力的培養,仍無法找出真正的原因。無限商機藏在人類的非理性行為裡,熱銷商品的秘訣就是掌握商品的惡魔面。只要能夠洞悉人心,洞察出隱藏在人心裡的真心話,就能夠開發出暢銷商品。

惡魔行為經濟學

優秀行銷人員應具備以下六項能力:

1.深入觀察目標對象
2.敏銳看清事物本質
3.推論補充數據欠缺的內容
4.訂立假設
5.檢驗查證
6.導出正確結果

人性背德感,習慣捨難取易、逃避繁瑣麻煩、尋求輕鬆安逸。

惡,對人類具備極大的誘惑力。
惡,充滿魅力,擁有讓人心狂熱的強大力量。
惡,對人類具有常大的吸引力與親切感,有時甚至會引發「狂熱」。

要讓人們趨於瘋狂,與其用善,更應該將重點放在惡與煩惱的操作。

至於洞察行銷(Insight marketing)即是以各種手法來解讀消費者潛藏的需求,剖析消費者內心的矛盾與雙面性,而驅動風潮的熱銷現象我們可以從本書中整理出五大關鍵字及令消費者心動的40條法則。

五大關鍵字:
背德感 洞察行銷 行銷理論 行為經濟學 數據科學

驅動風潮熱銷現象令消費者心動的40條法則,讓我們精選其中的10條法則提供你突破思考的框架!

心情一致

1. 心情一致性
(Mood congruency effect)

  • 人習慣去注意跟自己當下情緒,心情相符的資訊,又或是想起相關的記憶。
  • 心情愉悅時,就會想起好事
  • 心情惡劣時,就會想起壞事
沈没成本

2. 沉沒成本謬論
(Sunk cost fallacy)

  • 沉沒成本是指即便退出或停止也無法拿回的投資成本(金錢、時間、勞力)。
  • 沉沒成本謬論是指,因為害怕成本有去無回,所以用非理性的判斷去正當化自己的行為。
錨定效應

3. 錨定效應
(Anchoring)

  • 因過度偏重「先取得的資訊」(錨點)而影響判斷的現象。
  • 隨著基準不同,人做出的決定與情緒也會大幅改變。

4. 內團體偏誤
(Ingroup bias)

  • 對自己隸屬的團體抱有好感,對其他團體則持反對態度,又稱「內團體偏私」。
  • 小從性質輕鬆的同鄉會
  • 大致壁壘森嚴的學閥、財閥,範圍非常廣闊。

5. 正常化偏誤
(Normalcy bias)

  • 即便陷入可能受害的狀況,還是用正常的日常生活框架予以解釋,忽略對自己不利的資訊,不願相信事實。
  • 人們習慣用自己的知識評估事情,進而低估風險,覺得「哪有那麼嚴重」
正常化偏誤

6. 確認偏誤
(Confirmation effect)

  • 只蒐集對自己有利的資訊來支持自己的假設,並忽視對該假設不利的資訊。
  • 為了證明自己的想法是對的,找的都是支持自己言論的書籍與網站。反過來說,就是遠離「否定自己的資訊」。
確認偏誤
平衡理論

7. 平衡理論
(Balance theory)

當人際關係超過三個人,三者之間就會設法保持平衡。

玫瑰追憶

8. 玫瑰追憶
(Rosy Retrospection)

去除過往不需要的記憶(痛苦負面的事),只記得好的一面。

逆火效應

9. 逆火效應
(Backfire effect)

  • 當人們看到不想相信的資訊,或是對自身想法不利的證據,比起改變原本的信念,人們傾向於更加堅信當初的信念。
  • 適得其反
  • 假新聞

10. 共享資訊偏誤
(Shared information bias)

  • 團體成員只討論團體內共享過的資訊,未共享的則不會提及。
  • 沒有時間共享資訊,導致成員必須在「彼此已知」的預想下進行討論,更容易造成混亂。
共享資訊偏誤
還有更多法則...
盡在「 惡魔行為經濟學」!
數據是事實,卻不一定是真相!教你破解藏在數據裡的消費者真心話。

規避損失(Loss aversion),
錯誤共識效應(False consensus effect),
正常化偏誤(Normalcy bias),
鄧克效應(Dunning-Kruger effect),
心裡抗拒(Psychological reactance),

無意識偏誤(Unconscious bias),
維持現況偏誤(Status quo bias),
倖存者偏誤(Survivorship bias),
熟悉路線效應(Well travelled road effect), 
職業形變(Professional deformation),

可辨識受害者效應(Identifiable victim effect),
極端預期偏誤(Exaggerated expectation bias),
迷信創新偏誤(Pro-innovation bias),
投射偏誤(Projection bias),賭徒謬誤(Gambler’s fallacy),

輕忽機率偏誤(Neglect of probability),
對樣本數不敏銳(Insensitivity to sample size),
錯覺相關(Illusory correlation),
觀察者期望效應(Observer-expectancy effect),
樸素實在論(Naïve realism),


自我應驗預言(Self-fulfilling prophecy),
巴納姆效果(Barnum effect),
單純曝光效應(Mere exposure effect),
從眾效應(Conformity effect),
敵對媒體效應(Hostile media effect),

零和捷思(Zero-sum heuristic),
零風險偏誤(Zero-risk bias)等等偏誤均可在本書中獲得不少相關資訊及案例。

本書另外的特色在於每一章節都會引用日本童話來鋪陳人類心理現象,引導書中內文的啟發。讓讀者能更深入了消費者內心的惡魔面,並解讀爆紅商品、現象、人物背後隱藏的「惡與慾望」,要多重視每個人心中潛藏著「惡」的事實。

人性是充滿「矛盾」的存在, 解讀消費者的「隱性需求」, 方能做到真正的洞察行銷。 無限商機藏在人類的非理性行為裡
看透人類的惡魔面!
教你破解藏在數據裡的消費者真心話!

本書目錄

序章 熱銷商品必有「惡」的一面
   別被「裝模作樣的謊言」騙了!
   麥當勞的沙拉為什麼賣不好?
   「背德感」能使商品大賣?
   人都是非理性的
   站在合理性的角度,只能看到人類的五○%
   熱銷商品的惡魔面

第1章 人都是「貪婪」的- 童話引用「開花爺爺」
第2章 「憤怒」是人的動力- 童話引用「咔嚓咔嚓山」
第3章 人是「怠惰」的生物- 童話引用「龜兔賽跑」
第4章 言語能矇騙人心-童話引用「浦島太郎」
第5章 謊言總是比真相美麗 - 童話引用「姥捨山」
第6章 人本就是「矛盾」的生物- 童話引用「斗笠地藏」

文章及部份圖片參考來源:惡魔行為經濟學(2022/07 新樂園出版社)