Book Notes 'Economics and Social Sciences' 3/2012

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Book Notes 'Economics and Social Sciences' 3/2012

机译：读书笔记“经济与社会科学” 3/2012

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This book takes a "psychological-institutional" approach to consumers' decision making, i.e., psychological fundamentals are combined with institutional economic theory. The study is divided into two parts: The first part focuses on instincts as motivating factors of consumption; the second part highlights cognition and vicarious observation as central aspects of consumers' learning processes. The author also looks at how firms can benefit from such improved analytical knowledge of consumers' decision making. The central argument is illustrated by two case studies, one on the introduction of functional yogurt to Brazilian consumers, and another on how consumption shifted from comic books to movies.

机译：本书对消费者的决策采取了“心理-制度”的方法，即心理基础与制度经济学理论相结合。该研究分为两个部分：第一部分着重于将直觉作为消费的激励因素。第二部分重点介绍认知和替代观察作为消费者学习过程的中心方面。作者还研究了企业如何从消费者决策的这种改进的分析知识中受益。两个案例研究说明了这一中心论点，一个案例是向巴西消费者介绍功能性酸奶，另一个案例是消费如何从漫画书转变为电影。

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《Journal of consumer policy》 |2012年第3期|p.411-416|共6页
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Book Notes 'Economics and Social Sciences' 3/2012

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