For example, a woman may not sign up for the knowledge paid course of 1599 yuan, but her son's tuition of 5,000 yuan will not only be happily given, but also be urged to give it to the school.
Why?
Because she thinks it is worthwhile to invest money in her son's education, that is to say, the psychological account of "son education"; Five thousand yuan.
Hey, anything else?
For example, studying abroad requires hundreds of thousands of tuition fees, living expenses and other things, and ordinary families will give up the road of studying abroad for their children.
Because everyone has a different "mental account" for everything, "mental account" is limited.
When this "limit" is reached, this person will make a choice and will not make a decision so firmly, because this "quantity" is equal to the value of this thing at this time.
When it exceeds this "limit", it will refuse to do it because it exceeds the mental account limit.
Back to the question, when is a person willing to pay for knowledge?
When his psychological account feels that the value of this matter exceeds the money.
How can we achieve this effect?
Transfer psychological accounts. We can do the action of transferring psychological accounts. The continuous growth of people is actually the transfer of psychological accounts.
Transfer "psychological accounts" such as "entertainment" and "extravagance and waste" to "investing in yourself".
What time?
When you realize the importance of personal growth.
When he realizes the importance of growth, his "psychological account" will tilt to the personal growth plate, pushing him to find personal growth ways.
It is inevitable to enter the "knowledge payment", at this time, the "psychological account" is constantly shifting. Until later, from hesitation to decisiveness.
In this process, the growth brought by knowledge payment is promoting the income of knowledge payment.
One is when you think you are worth it. A person is willing to pay for knowledge, then he must think that this knowledge is valuable and helpful to his work and life. I am a psychological counselor. I bought this content online, which is good for my work.
The second is when you are cheated. I once paid to watch some content and regretted it halfway. Why? The first half of these contents is wonderful, but the second half is not.
The third is to be routine. Liars' behavior is generally routine, mainly to attract money and sex. First, for money, you will earn more money after learning! In this regard, after calculation, most people think that input and output are high and they will pay. The second is for sex. For example, how to seduce women, how to hypnotize and so on.
According to the psychological effect, when is a person willing to pay for knowledge?
I want to answer this question in the most intuitive and simple way. I can put myself in the shoes. For example, when do you think you are willing to pay for knowledge?
There are only many things in the world, but our life is limited, and it is very limited, only 100 years, so we just learn everything that is impossible, so we only have targeted learning. What is targeted learning? It must be useful to go back and learn what is good for you, just for learning.
So if you are in a certain field and make a living from it. You will definitely learn this knowledge. Even if you need to pay the price for this knowledge, I think you will pay for winning greater gains.
But this does not mean that knowledge is temporarily unavailable. Or knowledge that can't bring you benefits temporarily, you shouldn't pay for it, because after all, no amount of skills will drag you down. Not using it now doesn't mean that you won't use it all your life. Although some of them can't bring you benefits, they can cultivate your sentiment. So I suggest my dear friends, if you don't have time and energy, you should save your strength and replenish your knowledge.
Since ancient times, the power of knowledge is infinite. Everyone knows that the fiasco of the Opium War was the result of closed doors. Mr bacon's phrase "knowledge is power" even shouted out the value of knowledge. So people are afraid of ignorance and need to arm themselves with knowledge.
With the increasing social pressure, people are more and more eager to feel the speed of knowledge upgrading. Originally, they could complete their knowledge system through books, but in the end, they can only do it through mobile phones, and the prices of products with common sense will become more and more shopping.
Himalayan FM, get, Zhihu ... paid apps have become the new favorites of the times. In 20 16, the scale of knowledge market in China was about 6 10 billion yuan, which was 205% higher than that in 20 15, and the growth rate was remarkable.
The information is mixed, and you are willing to pay the price for obtaining more accurate knowledge that suits you.
With the rise of mobile Internet, we know that many people call themselves media. The result is information confusion. We can always find many articles with the same information and the same topic, which also shows the openness and convenience of information from the side. As a result, there is a flood of information, a lot of high-quality information, but more and more inferior information, which is easier to be screened because it has a stronger motivation to expose itself and attract attention.
The rise of the middle class.
Unlike the foreign middle class, the daily life of the domestic middle class is very anxious. Buying a house, buying a car, getting married, raising a family and so on. Overwhelmed by these things every day In order to have a better promotion channel, we have to arm ourselves with knowledge and improve ourselves so as not to fall behind in the tide of the times. And they all have some cash flow and are more willing to invest in themselves.
However, how to standardize the content of the network, how to curb the flood of information, and the copyright protection of network authors are the problems we need to solve.
This kind of thing was definitely impossible before! What people need now is knowledge itself, and the thinking habits given by the Internet are free. If you don't understand, you have a mother!
Now people's demand for knowledge is not satisfied with their mother's simple answer! Need to be professional and comprehensive. In addition, the country is now advocating intellectual property rights, and other people's questions are answered from a professional or unprofessional perspective. You spend time studying, and then save other people's time studying this field. This is intellectual property! Intellectual property needs to be paid by others!
For myself, most things are still solved in Baidu! If I look up some simple questions, but they involve professional knowledge, I will find professionals to answer them! If you like Baidu, you will be rewarded! Sometimes go back and listen to others to share and download other people's audio!
In my opinion, knowledge payment is more inclined to absorb professional knowledge! Because professionals spend time studying and then save themselves a lot of time, this part is worth paying! Of course, the premise is that my knowledge can also be recognized. If I feel that my knowledge can't make others willing to pay, then it is unrealistic for me to pay by myself! Because of my own reasons, I may think that knowledge is a cheap thing, and everyone is mutually beneficial!
Of course, knowledge payment is only for white-collar workers and above, and only they are willing to spend money to improve their cognition! Save yourself time! If there is a problem with purchasing power, such as not being able to afford food, how can we pay for it!
There is an old saying in China that what is too easy to get will not be cherished. Only by paying for the knowledge you have learned will you be willing to digest and absorb it with your heart and grow and learn!
My humble opinion, welcome to leave a comment.
In an emergency, people are most willing to pay for knowledge. For example, if you meet the right person, you will be willing to spend money to buy relevant books. When facing the big exam, they will spend money to buy a bunch of reference books. When writing an article, you need accurate quotations, you will be willing to spend money to order books abroad, and you will be willing to give lawyers a lot of money when you need legal knowledge urgently … and so on. In short, the more urgent people feel, the easier it is for them to spend.
Secondly, when you have a strong sense of identity, you will be willing to pay the price for knowledge. For example, books by celebrities, such as works by idols, will make people willing to pay for them. Because they (they) will feel that the cost is worthwhile or even necessary at that time.
Finally, the relevant provisions of the law, which involves moral issues. In other words, in order to avoid breaking the law, people who are regarded as immoral will pay a certain price to avoid these, which can also be regarded as a nature to avoid misfortune.
In short, people are both emotional animals and rational animals, and spending money is generally nothing more than these two psychological factors.
There is something wrong with this question. Psychological function and when you are willing to pay for knowledge are two different things. Whether you are willing to pay for knowledge has nothing to do with psychological effects.
Our consumption is purposeful and we will not spend money aimlessly. No matter how good the knowledge is, it depends on whether it is useful to you personally or not now.
Back to the topic: Only when you feel that some knowledge is useful to you, are you willing to spend money on materials or study.
I'm Yang Ting, a counselor. I hope this answer satisfies you.
This is a big topic ~
From Golden Cat's own point of view, when he feels that he lacks knowledge and the knowledge he has learned is not enough, he wants to learn knowledge and is willing to pay for it.
It is also in the process of work that I feel that I don't understand a lot of content. I want to grow and improve when I see good content and needed knowledge, and I am willing to pay for it.
This topic is too big.
First of all, we must be clear about consumers. Alone, it's too vague. Or at least several preconditions: 1, ability to pay. 2. Have the right to pay. 3. It is possible to pay.
Secondly, when people pay, there is actually no fixed psychological trigger point. It may be that friends pay for themselves, which is easy to happen to young female friends. Maybe you got talk money from your product, and now the most expensive one is talk money. Famous brands are valuable, but talking about resources is priceless. There is a theory that consumers don't know what they want. Consumers often find products and then consume them. For example, before the Apple mobile phone came out, how many people knew that they needed products like Apple mobile phones?
Finally, I give you a crucial suggestion: pay attention to the quality of your products and remember the flow thinking. Because there is customer traffic, the quantity can be more correct. However, it is up to you to trigger thinking or limit thinking after traffic.
luck
Murdoch once said: "Good news is a valuable commodity, and valuable things should not be free. Readers should pay for news, and the traditional advertising-based media revenue model will be eliminated. "
The New York Times is a representative of high-level newspapers and serious publications in the United States, and has long enjoyed good credibility and authority. It is often directly used as a news source by other newspapers and news agencies in the world. The New York Times has a history of one hundred years, and has become a cultural symbol with great user stickiness. After several twists and turns, the model of "metering and charging" (the number of articles read per month is limited, and if the limit is exceeded, it will be charged) was officially launched on 201/kloc-0. Up to now, The New York Times has 3 million subscribers.
Some scholars said, "The success is not the' pay walls' model, but the content and signboard of The New York Times." Only carefully edited content and targeted and valuable information can make users willing to pay for it.
Most people who are willing to pay for knowledge are in a state of anxiety and realize that they lack knowledge in some fields. Knowledge products just fit their anxiety points. Paid learning can alleviate their anxiety and the motivation brought by emotions to make them pay for knowledge products.
The army that pays for the use of knowledge is information. No matter in study or work, you can always find that you will lack certain skills and need to have a certain knowledge reserve in certain fields, which you have not learned and accumulated in previous experiences. When your economy reaches a certain level, you have the need and time to learn the mature knowledge system established by others for you. It is natural to pay for knowledge, and of course it is also very important for the packaging of knowledge products. Now is not the time when wine is not afraid of deep alleys. Good products need better marketing to cut the pain points of users.
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Welcome to pay attention to the old wet machine driving the train