Ⅴ. 마케팅 트렌드 변화 - kbfg.com · pdf file•감정지식의 중요성 .....13...
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2012. 2
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2 ....................5
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Citi SmartBanking ................37
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VVIP ............................45
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(VIP) ....................................61
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Finance ..........................................................................................85
3 .............................................................................................89
...........................................................93.
1
:
1 ()
0.1% , 1%
?
,
?
(Rebate) ?
4% , 8%
?
(Behavioral Economics)
(as if)
1. (Heuristic)
,
,
(Bias)
2
:
(Anchoring) (Anchor)
,
0.1% , 1.7%p 0.07%
15% 1~2%
2. (Loss Aversion)
.
Kahneman Tversky (Value Function)
(Reference point) ,
2
(Break-Even Effect)
,
, Trader
(Disposition Effect) ,
,
(Realization)
.
.
( )
3
:
[ 1] (Value Function) [ 2]
(Gain)
(Loss)
(Value)
(Reference-Point)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
'07.01 0
4 07 10'08
.01 04 07 10
'09.01 04 0
7 10
700
900
1100
1300
1500
1700
1900
2100
6
1 KOSPI
( )
() (KOSPI)
: Kahneman&Tversky(Econometrica, 1979) :
3. (Framing)
(Frame) .
.
(Deductible)
, (Rebate) 23%
$600, $600 , $600
[ 3]
: $1,000
, $600 ()
1 : (Deductible)
: $1,600
,
, $600
2 : (Rebate)
23%
(Gain)
(Loss)
(Value)
0
$600
-$600-$1600 -$1000
(+$600)
(-$600)
(-$600)
(Gain)
(Loss)
(Value)
0
$600
-$600-$1600 -$1000
(+$600)
(-$600)
(-$600)