• Soo Yon Ryu

What is Consumer Behavior?

I often come across people asking me this question. So here are some notes I took in my earlier CB courses.

지금은 deductive reasoning이 main stream으로 받아들여진다


-quant: 기업 입장

-cb: ‘쓰고 있는 모자가 다르다’ - micro, 철학도 다름 -> welfare을 올리려는 -‘왜’ 그렇게 행동하느냐? -개인의 경험해석 -> reality

JDM (society for judgement and decision making) http://www.sjdm.org/

심리학과 가장 비슷한 것은 social cognition

-positivism: 의 위험은 ‘환원주의’ - 큰 것을 필요 이상으로 작게 만듦 -fMRI 연구들이 이런 위험이 높음

black box: In philosophy and psychology, the school of behaviorism sees the human mind as a black box; see other theories

information process approach

-stimulus -> person(social cognition) -> response

behaviorist approach

-stimulus -> response

marketing stimuli or events in the marketplace -> ? ->


탑저널 논문 템플릿 만들기 - brian wansink 재밌다

effect size: 요즘 더 중요. replicate안되는 trivial한 것은 의심하게 됨.

-너무 fancy하고 counter-intuitive하면 의심함. effect size를 보여줘야

-샘플 사이즈가 요즘은 1000은 되야한다

be marketable

-fresh ideas - 나의 background (I can bridge disciplines, micro-level에 머무르지 않음)

-나의 asset이 무엇인가

-who are you looking for?

-vocabulary - subtle한 차이

borrowing 에서 멈추면 안됨, blending을 해야

-how the new domain can alter the theory

-consumer context에서는 어떻게 바뀔 수 있는가

-practical implication

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