传统上对顾客行为的研究主要从理性经济人的假说出发 ,以物质收益最大化原则为研究基础 ,但实践中消费者行为往往背离这一准则。营销理论近年来很重视顾客价值的研究 ,而相对忽视对顾客行为的成本分析。本文试图从顾客转移的成本因素角度讨论如何把握消费者的情感需求 ,从而采用相应策略提高其转移的心理成本。 Traditionally, the research on customer behavior mainly starts from the hypothesis of rational economic man and bases on the principle of maximizing material benefits. However, in practice, consumer behavior often deviates from this criterion. Marketing theory in recent years attaches great importance to the study of customer value, and relatively ignore the cost of customer behavior analysis. This paper attempts to discuss how to grasp the emotional needs of consumers from the perspective of the cost factors of customer transfer, so as to improve the psychological cost of its transfer by adopting corresponding strategies.