| Rational: maximise benefit (utility 滿足感) |
Rational maximise profit |
| Not always maximise benefit: |
Not always maximise profit: |
| Not good at calculate benefits |
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| • cannot process or compute the information |
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| • make choices based on emotion than rationality |
Aim to maximise revenue |
| • occurs when the marginal revenue from selling an extra unit is zero |
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| Unbreakable habits |
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| • Inertia 慣性: consumer loyalty |
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| • Anchoring 錨定效應: get used to the prices/ form an idea of the reasonable price |
Aim to maximise sales |
| • alternative business objectives |
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| eg. customer service → spend money on training |
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| Copy others’ behaviour |
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| • Herding 羊群效應: people make decisions based on other people’s choice |
Prioritise caring for customers |
| • commitment to customer |
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Complete charitable work |
| • aim to raise awareness and money |
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