Prospect-theory

This theory is also called otherwise - "perspective theory", "theory of decision-making". Its provisions are based on the behavior of consumers ordering wiring works at prices that are now very affordable. With the help of this theory, decision-making processes are described, the choice of which is made only between alternatives that minimize the loss. In general, the prospect-theory analyzes the perception of people to benefits and losses, and "draws" for the seller a certain economic behavior of the consumer.

What is this "drawing"? In the mechanism of temporary preferences. According to the prospect - the theory, people make a choice based on the expected amount of income and expenditure, but the final result is not taken into account. So, for example, buying a microwave oven, most are not on a specific brand, but for the help of a consultant in the choice. But they will buy cheaper, but less costly.

Why? Because buyers are inclined to overestimate their future costs: when it comes to buying, the emphasis is on the specific amount that you can afford to spend, rather than on the purchase of a particular brand. In this connection, the decision-making lies in the area not strictly mathematical, when the choice is predictable, algorithmic and justified, but in the region of "Eureka!" Or heuristics. Heuristics is based on the application of very simple rules, which are used by people to form judgments about something and on the basis of these judgments make a choice. Of course, by their very nature, these rules are nothing more than mental labels, focusing on one fact, but ignoring others.

Because of this, many researchers of economic behavior of the consumer consider heuristic methods that bring erroneous conclusions. Of course, such methods are, as a rule, a "thumb" (i.e., an approximate estimate, this rule is derived from the habit of carpenters of the 17th century to use a thumb instead of a measuring instrument, that is, on an "eye"), intuition, stereotypes, and etc., do not require intensive analysis and provide accelerated satisfaction from the solution.

Moreover, the question of rationality and pragmatism of such a decision, even, is not put. However, other researchers in the same field do not agree with this, referring heuristic methods to a complex and sufficiently precise procedure that can apply all aspects of human perception of a given problem - both analytical thinking, and intuitive judgment, and own experience and skills, and third-party opinion. The information thus obtained should be analyzed by the person, and then developed a solution, and quickly enough. All this, involved together, can not be erroneous.

Erroneous judgments or not, but understanding the role of heuristic methods in

the psychology of consumer behavior has allowed to develop and apply to marketers many methods of incentive to purchase.