Marketing Communication Strategy

<p>In my analysis of organizational behavior and strategic communication posits that organizations must move beyond traditional rational-choice models-which assume consumers always act in their own best interest-toward models that account for cognitive biases heuristics and the social context of decision-making.</p><p>The Behavioral Foundation of Marketing StrategyTraditional marketing often relies on the assumption of Homo economicus where consumers process information perfectly to maximize utility. However as noted in foundational texts on behavioral economics individuals are subject to bounded rationality.</p><p>My view argues that for an organization to be effective its communication strategy must account for the fact that consumers often rely on mental shortcuts. By leveraging concepts such as loss aversion-the psychological principle that the pain of losing is twice as powerful as the joy of gaining-organizations can frame their marketing messages to emphasize what a consumer stands to lose by not engaging with a product or service.</p>