认知价值与让渡价值96053(国外英语资料).docVIP

认知价值与让渡价值96053(国外英语资料) Since the target consumer has both material and spiritual needs, the product cognitive value includes the material value and psychological value of the product. Which reflects the material value is the objective quality of products (refer to whether the materials, machining precision and performance of products meet the technical specifications, the objective measure of subjective quality), psychological value to reflect the product (refers to a product to satisfy consumers psychological need to have value). As the product meets the needs of the consumers psychological needs, its psychological value varies. Therefore, the cognitive value of the product is not always consistent with the actual material value of the product. Such as a brand-name suit, and other homogeneous suit may cost almost the same, and the price can be several times as many as ordinary suits. This is because the famous brand effect adds a good psychological value to it. Consumers are willing to pay such a high price in order to buy the social status they represent. This shows that the cognitive value of the product is higher than its material value. For enterprises, their products have gained a good cognitive value. On the contrary, if a products objective quality is very good, but because it does not meet the psychological needs of consumers (such as vulgar, outdated, etc.), and therefore devaluation, the emergence of psychological negative value.. At this point, the cognitive value of the product is lower than material value. The product of an enterprise is a bad cognitive value. With the actual material value of the product as the axis, there is a certain range between good cognitive value and bad cognitive value, which is the application of entrepreneurs. According to the trend of consumer psychology, the use of the unique packaging and decoration, advertising and marketing skills, greatly create good cognitive value in the target consumer group, to avoid adverse cognit