Memetics: a new paradigm for understanding customer behaviour and influence
Memetics: a new paradigm for understanding customer behaviour and influence
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模因：理解客户行为和影响力的新范式
DOI：
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发表时间：
1998
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通讯作者：
P. Marsden
中科院分区：
文献类型：
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作者：
P. Marsden
本文的目的是为模因论科学提供一个非技术性的介绍，并建议如何将这一新学科应用于有效的营销活动的设计和开发。这项技术基于一种新达尔文主义的信息传播进化模型，该模型可以用来解释和预测某些思想和行为的“传染性”。有人认为，基于理性选择理论的传统营销理论可能依赖于一种不可能的人类心理学，并建议一个可行的替代方案是从模因的角度来理解顾客行为--这是传染的结果，而不是有意识的选择。从迷因范式来看，营销传播的作用变成了设计和制造传染性的“心理病毒”，这些病毒将影响客户的感知和行为。虽然模因论仍处于初级阶段，但有人认为模因论工程可能会为制定成功的营销策略提供一个可行而有效的补充框架。
The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information transmission that may be used to explain and predict the “infectiousness” of certain ideas and behaviours. It is argued that traditional marketing theories based on rational choice theory may rely on an impossible homuncular psychology and it is suggested that a viable alternative would be to understand customer behaviour from a memetic perspective ‐ the result of contagion rather than conscious choice. From the memetic paradigm the role of marketing communications becomes one of designing and engineering infectious “mind viruses” that will influence customer perceptions and behaviour. Whilst memetics is still in its infancy, it is suggested that memetic engineering may provide a viable and effective complementary framework to standard techniques for developing successful marketing strategies.