行銷心理學的演變：以不變應萬變
The Evolution of Marketing Psychology:
Adapting to Constant Change

最近我從英國牛津大學賽德商學院獲得了行銷心理學的認證證書。這讓我不禁回想起 26 年前在大學修讀同一門科目時的情景。當時，網路還不普及，速度緩慢，行銷環境相對單純，主要媒介仍是電視、雜誌、報紙等傳統媒體。而現在，我們有了大量的數位媒體和社群媒體。然而，不論行銷媒介如何演變，其核心始終圍繞著「人」。

I recently earned a Verified Certificate in Marketing Psychology from the University of Oxford's Saïd Business School. This got me thinking back to when I studied the same subject in university 26 years ago. Back then, the internet wasn't widespread and was very slow. The marketing landscape was relatively simple, with traditional media like television, magazines, and newspapers being the primary channels. Now, we have a vast array of digital and social media. However, no matter how marketing channels evolve, the core always revolves around "people."

什麼是行銷心理學？
What is Marketing Psychology?

行銷心理學是一門結合心理學原則和行銷策略的學科，旨在了解消費者行為、決策過程以及影響其購買意願的心理因素。它深入探討人們的需求、欲望、動機、感知和態度，並將這些洞察應用於產品開發、品牌溝通、定價策略和銷售技巧上，以更有效地吸引和說服目標客群。

Marketing psychology is a field that combines psychological principles with marketing strategies. Its goal is to understand consumer behavior, decision-making processes, and the psychological factors that influence purchasing intent. It delves into people's needs, desires, motivations, perceptions, and attitudes, applying these insights to product development, brand communication, pricing strategies, and sales techniques to more effectively attract and persuade target audiences.

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From My Frame to Your Frame.
拋開偏見，同步視野。
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到推動聯合國永續發展目標（SDGs）的企業，
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我們也關注電影、藝術與文化中
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From My Frame to Your Frame
- Synchronizing Visions

In a world facing urgent environmental challenges, BLACK Frames is more than
a magazine — it is a lens into a better,
more sustainable future.

Our mission is to spotlight the people,
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From innovative eco-friendly goods
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We also bring you films, art, and culture
that shed light on environmental issues —
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As a bilingual publication,
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Language should never be a barrier to understanding or collaboration,
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Whether you're reading in English or Chinese,
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to see the world not just through our own eyes but through our hearts
— Synchronizing Visions,
from my frame to your frame.

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