10种公司促进消费的狡猾的秘密的把戏(上)

阅读:次      发布时间:2018-01-10

Shopping is a battle between company and consumer. You want to spend less, the stores want you to spend more, and they usually get what they want. 购物是公司和消费者之间的战役。你想要少花钱,商家却想让你多花钱,而他们通常也能梦想成真。 That s not all on you, though. Corporations have a whole bag of tricks up their sleeves to get you to drop more of your hard-earned cash than you planned. From the tiles on their floors to the font size they use to purposefully rude salespeople, here are the top ten sneaky, secret tricks they re using without us even knowing it. 虽然这些事不都发生在你们身上。他们的袖子上挂了一大袋的花招来让你花掉超出预期的血汗钱。从地板上的瓷砖,到使用的字体,再到刻意粗鲁的销售人员,这里是公司正在使用的你甚至都不知道的花招前十位。

10 Decoy Pricing 10 欺诈定价

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Think of the last time you went to the movies. Maybe you bought some popcorn. We all know it s overpriced, but did you ever wonder why the price gap between the small (say, $3) and the medium (say, $7) is bigger than the gap between the medium and the large ($8)? Well, it s because people are more likely to buy the large, thinking they re getting a bargain since it s only a dollar more than the medium. This is called the decoy effect. Essentially, companies introduce a slightly cheaper decoy option to make it seem like the most expensive option is a bargain. 回想一下你最近一次去看电影,可能你买了爆米花。我们都知道这个价格过高了,但是你曾想过小份(假定3美元)和中份(假定7美元)之间的价格差距比中份和大份(假定8美元)之间的价格差距要大吗?是的,这样是因为人们更有可能买大份。因为大份只比中份多了一美元,所以他们以为他们得了便宜。这叫做欺诈定价。实质上,公司选择细微的更便宜的“诱饵”来使最贵的选择看起来是一个优惠。 MIT professor Dan Ariely conducted a study which illustrates the power of the effect. Using his students as test subjects, he split them into two groups. Both groups were offered subscriptions to the magazine The Economist. Group A was offered a web subscription for $59 and a combined web and print subscription for $125. 68 percent of his students chose the cheaper web subscription. 麻省理工的丹·艾瑞里教授进行过一个研究,这个研究阐明了效果的力量。用他的学生当测试对象,把他们分成两组,都给他们提供《经济学家》杂志的订阅费。A组被提供59美元的网络订阅费和125美元的网络打印相结合的订阅费。68%的学生选择了较为便宜的网络订阅。 He switched things up for Group B. He offered them a web subscription for $59, a print subscription for $125, and a combined web and print subscription also for $125. This time, 84 percent of his students chose the more expensive web and print subscription, thinking they were getting a great deal. By simply introducing a decoy option, sales increased by a whopping 30 percent! 他在B组改变了一些东西。他给B组的网络订阅费是59美元,打印订阅费是125美元,和一个网络打印相结合的订阅费125美元。这一次,84的学生选择了更贵的网络和打印相结合的订阅费,他们想是得了大便宜。通过简单引入欺诈定价,销售额增加了巨大的30%。 So think about the decoy option next time you hear the cashier say, Do you want the large for just 50 cents more? 所以下一次当你听到收银员说“你要大份吗,只要加50美分”,想一想诱惑选项。

9 Dropping The Dollar Sign 9 去掉美元符号

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We ve all seen those chic menus at hip restaurants that drop the dollar sign in front of prices. But that s not just a stylistic choice. It s meant to make you spend more. 我们都在时髦的餐厅见过那些别致的菜单,这些菜单的价格前面会去掉美元符号。但是这可不仅仅是一个风格上的选择,它是为了让你花更多的钱。 According to researchers at Cornell University, diners spent roughly eight percent more at a restaurant when the menu did not include the dollar sign. Explaining the findings, Professor Sheryl E. Kimes noted, References to dollars, in words or symbol, reminds people of the pain of paying. 据康乃尔大学的研究人员说,当餐馆的菜单中不包含美元符号时,人们晚餐会多消费大约8%。在解释该发现时,Sheryl E. Kimes 教授指出,提到美元,不管是在言语上还是在符号上,都在提醒人们“付款的痛苦”。

8 Using Small Tiles On The Floor 8 在地板上使用小瓷砖

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The recent increase in online shopping has sent traditional stores scrambling to maintain their profits. As a result, retailers have gotten . . . creative. 最近网购的增加使得传统商店争相保持他们的收益。结果是,零售商变得更加地……有创造性。 A recent study of over 4,000 shoppers by Professor Nico Heuvinck of the IESEG School of Management in France found that closely spaced, horizontal lines on the floor slow the pace at which shoppers walk down an aisle, encouraging them to browse and buy more. Widen the gaps between the lines and shoppers move more quickly and spend less. 在法国IESEG管理学院的Nico Heuvinck 教授最近的一项超过4000名消费者的研究中发现,“密集的水平线地板,可以放慢消费者在走道上的脚步,激励消费者慢慢浏览商品然后消费更多。增大线条之间的间隙会使消费者移动更快从而花费更少”。 He noted that retailers tend to use smaller tiles in aisles that housed more expensive products while using bigger tiles in areas where they try to minimize congestion, like the entrance. 他指出,零售商趋向于在放置昂贵商品的过道上使用小点儿的瓷砖,同时在他们想要减少拥堵的地方使用大点儿的瓷砖,就像是入口。 Take a look next time you are in a store to see if there s a difference in tile spacing. 下次你在商店时,可以看一下那儿的瓷砖间隙是否不同。

7 .99 Pricing 7 “.99”的价格

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Okay, no one seriously thinks that $4.99 is any different than $5.00, right? Wrong! 好吧,没有人真正地想过到4.99美元和5美元有什么不同,是吗?大错特错! In a 2005 study by researchers from New York University, investigators found that ending prices in .99, had an incredible impact, which they call the left-digit effect in price cognition. Nine-ending prices will be perceived to be smaller than a price one cent higher, they wrote. They explain that, because we read from left to right, the first digit in a price resonates with us the most. Unconsciously, our brains perceive $2.99 to be closer to $2 than to $3. Additionally, they added, ending a price in .99 makes us think that the item is on sale, even if it s not. 在一项来自2005年纽约大学的研究者们的研究中,研究者发现,以“.99”结尾的价格有令人难以置信的影响,他们把它叫做“价格认知中的左位数效应”。“以9结尾的价格会让人感觉比只多一美分的价格要来的小,”他们写到。他们解释说是因为我们阅读是从左到右的,价格的第一位数字是最能引起我们共鸣的。不知不觉,我们的大脑就认为2.99美元更接近于2美元,而不是三美元。此外,他们加到,以“.99”结尾的价格会使我们认为该产品正在打折,即使事实并非如此。

6 10 for $10 6 10样10元

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How many of us have seen a 10 for $10 sign at the supermarket and loaded up our cart? It s safe to say that many of us have. But did you know that oftentimes, you did not have to buy ten items in order to get the deal? 有多少人在超市看见“10样10元”的字样就会把它们装进购物车?可以这么说,我们很多人都做过。但是你知道吗,很多时候你不必为了得到便宜而买十件商品。 In many cases, 10 for $10 is just another way of saying 1 for $1. Still, many people end up buying much more product than they really need, according to William Poundstone, author of Priceless: The Myth of Fair Value and How to Take Advantage of It. 在许多情况下,“10样10元”是“1样1元”的另一种说法。许多人最终仍然买了比他们真正需要的更多的商品,《无价》的作者威廉·庞德斯在书中写道。

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