关于认知偏差法在汽车销售中的应用研究

Research on the Application of Cognitive Bias Method in Automobile Sales

本文介绍了认知偏差的含义和认知偏差效应,分析了顾客购车的三个心理时期(朦胧期、动念期、波动期),通过查阅资料和实地考察提出了相应措施:朦胧期采用首因效应,给客户留下良好的第一印象;动念期采用晕轮效应,引导顾客的购买心理;波动期采用近因效应,在顾客看完车后,加深顾客最终印象,以此达到售车目的。最后通过案例分析说明了认知偏差法在购车中的重要作用和地位,对于从事汽车销售类的工作人员具有一定的借鉴作用和实践意义。

This paper introduces the meaning of cognitive bias and cognitive bias effect, analyzes three psychological periods (hazy period, active period, and fluctuation period) of customer car purchase, and proposes corresponding measures through data review and field investigation. The first cause effect is used in the hazy period to leave a good first impression on customers. The halo effect is used during the active period to guide the customer’s purchase psychology. During the fluctuation period, the proximate effect is used to deepen the customer’s final impression after the customer sees the car, so as to achieve the purpose of selling the car. Finally, through case analysis, the important role and status of cognitive bias method in car purchase are illustrated, which has certain reference and practical significance for staff engaged in automobile sales.