Ukuziphatha kwabathengi namamodeli ayo yanamuhla

Ukuziphatha komthengi okwamanje kuphenywa ngabososayensi, futhi kumayunivesithi amaningi lokhu kuyisiyalo esihlukile. Ngokushesha nje kwavela isidingo esikhulu salesi sihloko, esakhiwa eduze kwezesayensi eziningana: ezomnotho, ezengqondo, ukuthengisa nokuphathwa.

Ukuze kuthuthukiswe umnotho, kubalulekile ukwazi ukuthi ukuziphatha kwengqondo kubathengi: kukuvumela ukwandisa ukuthengisa nokukhangisa umkhiqizo ngokuphumelelayo.

Ukuze sibonise kangcono lokho okusemqoka, sibona ukuthi imodeli yombono olula weqiniso. Ngakho-ke, amaphethini wokusetshenziswa yizimbono ezibonakalayo ngokuthi umthengi uphendukela kanjani kumkhiqizo, yini eyenza ithengise, futhi yimuphi umkhiqizo awukhetha ekugcineni.

Imodeli yokuziphatha kwabathengi "imoto evamile"

Imodeli enjalo iyaqaphela lapho umuntu efuna ukufana nabanye. "Isimo sokwemvelo" sisusa abantu, futhi ngokusekelwe kulo, ungenza umphumela we "mass" ekuthengeni ukwandisa ukuthengisa. Izibonelo eziningi zezikhangisi zibonisa lokhu ngabalingiswa bazo: isibonelo, izimpahla ezihloswe ukudayiswa kumaqembu omphakathi ajwayelekile zivame ukukhangiswa ngabantu ababukeka njengabantu abaphakathi. Ifilimu ehlelwe ukukhangisa ngevidiyo ihlelwe njengendlu encane kodwa ethokomele noma igumbi elingenalo ukunethezeka okungeziwe, abalingiswa bagqoke ngokugqamile futhi indaba njalo ibhebhezela eqinisweni ukuthi omunye unikeza ukuzama umkhiqizo othile komunye, futhi okwakamuva kuyinto yokuthola konke, uyambonga ngokuzijwayeza kwakhe Yenza ukuphila kwakhe kube lula.

Ngo-2004-2009, ngokuvamile kwakungenzeka ukubuka izikhangiso zezinye izimonyo zaseRussia kwabesifazane abanefomethi kulezi zikrini ze-TV: i-heroine isitshela ukuthi kwakunzima kangakanani kuye ukwamukela izinkinga zesikhumba ezihlobene nobudala futhi wathola uphawu olushintsha ukubukeka kwalo . Kwabe sekukhona omunye, "engazi" i-heroine enezinkinga ezifanayo, kanti owokuqala wabelana ngento yakhe emangalisayo yokuguqulwa naye, wabe esenikeza imbiza yekhemu. Le vidiyo iphelile ngokukhuluma okujabulisayo komuntu oguqulwe (odwebe obhecwe, ochotshoziwe kahle futhi eguqulwe ngengubo enhle kakhulu), i-heroine, manje esebenzisa leli khilimu.

Ngokwemvelo, izibukeli "zathengwa" kulolu qhinga, ngoba kwakukhona ama-heroines esikrinini ayebukeka njengabo, enezinkinga ezifanayo, futhi akuyona imodeli yezithombe ezinhle ezavele zinezinto ezihambisana nesikhumba. Uma ekukhangiseni umlingisi oyedwa uthumela omunye komunye - lokhu kuyisibonakaliso esicacile sokudlala imodeli "evamile", futhi isimo sabo esivela kuso senhlalo sibonisa ukuthi umkhiqizo uhloselwe.

Ukuziphatha kwabathengi "i-snob"

Le model imelene nomunye odlule. Ugxila ekutheni umuntu othola umkhiqizo uba okhethekile, futhi ngokucacile uphuma "ebuningi obukhulu". Ngokuvamile lokhu kwenzeka ekukhangiseni imoto naphakathi kwemikhiqizo yentsha, lapho kusetshenziswe khona ingqondo yengqondo yentsha. Inani lezingqungquthela zentsha lisikisela ukuthi inkinga yokwehlukile nokulondolozwa komuntu ngamunye kubaluleke kakhulu kubantu abasha, ngakho-ke ukwandisa ukuthengisa lezo zimpahla zihambisana namazwi: "okuyingqayizivele", "okukhethekile", "okuhle", "okuhlukile", njll.

Ukuziphatha komthengi wokubonisa

Isekelwe eqinisweni lokuthi abantu bakhetha umkhiqizo ngentengo: okuphakeme, kungcono umkhiqizo. Futhi uma isibalo samanani sisanda, khona-ke ukufunwa kwalo kuyanda. Lolu hlelo lusebenza futhi ngokuphambene nalokhu: ukwehla kwentengo yomkhiqizo, abantu abambalwa abanendlela enjalo yokusetshenziswa bayilungele ukuyithenga.

Ukuziphatha komthengi "ikhwalithi yamanani"

Lo mqondo wezitolo uthe ukuthi akuzona zonke izinto ezibiza kakhulu ezihlangabezana nemfanelo ephezulu, ngakho abathengi bavame ukunaka kakhulu ukubunjwa kwezinto, izithako zomkhiqizo, ngaleyo ndlela bahlole ikhwalithi yayo.

Imodeli ye "ukwethembeka ku-brand"

Kulesi simo, abathengi bakhetha umkhiqizo, abawuthembayo futhi balungele ukuthenga imikhiqizo noma izakhi ezintsha zezimpahla ezingavamile.