Tag: 轉型消費者研究


消費者的行為學是市場領域的學術研究人員數十年來的研究主題,能用來影響消費者行為的方案與具針對性的廣告宣傳往往都能吸引到不少的研究經費,但也因此招致了不少批評,認為像是貧困、毒品上癮、可持續發展這類的社會問題就一直吸引不到如此的慷慨經費,那麼這些經費是否用在最需要的地方了?2006年米克提出了轉型消費者研究一詞(Transformative Consumer Research,簡稱TCR),由消費者研究為出發,專注發展出消費者問題的解決方案,促進消費者的生活能有正面的改變,而不僅僅尋求方法以影響行為。    …
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發表於: 學術新知, 學術趨勢   標籤: ,

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