- 信息需求有两大支持系统——内部报告和情报系统，但是依然有信息缺口，因此需要调研系统。信息需求得到满足后形成insight，也就是见解，这种见解可以为营销决策提供支持。
- 感知价值理论：感知价值分为功能价值和情感价值，情感价值又分为符号价值和体验价值。
- 社会交换理论
- 峰终理论：消费者不会记住每一个环节，而是对最独特的环节印象最深刻，而且这个环节越靠后越好。利用在服务营销中则是对每一个环节标准化以节约成本，但是在最后针对不同的顾客提供个性化服务。
- 参照点理论：顾客会对商品形成内部参考价格，一般形成一个参考价格需要三次以上的刺激。所以最好让降价没有规律，用不确定性促销，比如降价7折到5折，具体折扣靠抽奖；或者买赠的时候也靠抽签。但是功能性产品一般是理性决策，所以这种策略会降低体验；追求情感性价值的时候由于会增加体验感，因此更有效。
- 社会聚焦理论
- 调节匹配效应：promotion状态易于购买得到性的广告；provention状态易于购买失去性的广告。比如消费者之前看的是悲惨的新闻，可以推送失去性的广告。
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