心理學(xué)家提出一個(gè)概念叫做“促銷(xiāo)易感性”，其定義是“一種心理上的對(duì)促銷(xiāo)的整體反應(yīng)傾向性”，通俗地說(shuō)就是形容一個(gè)人到底有多熱愛(ài)打折。高促銷(xiāo)易感性的消費(fèi)者看到促銷(xiāo)是最坐不住，看到“打折”兩個(gè)字就一定要沖過(guò)去看看，而且沖動(dòng)消費(fèi)，購(gòu)買(mǎi)并不需要的東西。
The psychology of discounting
打折心理
Something doesn’t add up
似乎有點(diǎn)不對(duì)勁
How marketers can take advantage of consumers’ innumeracy
營(yíng)銷(xiāo)人員如何利用數(shù)學(xué)盲消費(fèi)者
 
Bring a calculator with you
帶上計(jì)算器去購(gòu)物
WHEN retailers want to entice customers to buy a particular product, they typically offer it at a discount. According to a new study to be published in the Journal of Marketing, they are missing a trick.
零售商若想慫恿顧客購(gòu)買(mǎi)某種產(chǎn)品，往往會(huì)打個(gè)折。一項(xiàng)即將發(fā)表在《市場(chǎng)營(yíng)消雜志》(the Journal of Marketing)上的新研究表明，零售商們忽略了一個(gè)竅門(mén)。
A team of researchers, led by Akshay Rao of the University of Minnesota’s Carlson School of Management, looked at consumers’ attitudes to discounting. Shoppers, they found, much prefer getting something extra free to getting something cheaper. The main reason is that most people are useless at fractions.
由明尼蘇達(dá)州大學(xué)卡爾森管理學(xué)院(University of Minnesota’s Carlson School of Management)的阿克什•勞(Akshay Rao)帶領(lǐng)的一個(gè)研究團(tuán)隊(duì)就消費(fèi)者對(duì)打折的態(tài)度進(jìn)行了研究。他們發(fā)現(xiàn)，與較低的價(jià)格相比，購(gòu)物者更喜歡獲取免費(fèi)贈(zèng)品。主要是因?yàn)橐簧婕胺謹(jǐn)?shù)計(jì)算，多數(shù)人的腦子都轉(zhuǎn)不過(guò)來(lái)。
Consumers often struggle to realise, for example, that a 50% increase in quantity is the same as a 33% discount in price. They overwhelmingly assume the former is better value. In an experiment, the researchers sold 73% more hand lotion when it was offered in a bonus pack than when it carried an equivalent discount (even after all other effects, such as a desire to stockpile, were controlled for).
例如，消費(fèi)者往往很難意識(shí)到加量50%與打六七折其實(shí)是等價(jià)的。他們大多認(rèn)為前者更劃算。在一項(xiàng)實(shí)驗(yàn)中，研究人員以?xún)?yōu)惠裝出售護(hù)手霜比打同等折扣多賣(mài)了73%(即使在其他影響，如顧客想多買(mǎi)一點(diǎn)，都被排除在外時(shí)也是如此)。
This numerical blind spot remains even when the deal clearly favours the discounted product. In another experiment, this time on his undergraduates, Mr Rao offered two deals on loose coffee beans: 33% extra free or 33% off the price. The discount is by far the better proposition, but the supposedly clever students viewed them as equivalent.
即使很明顯是打折比較劃算，消費(fèi)者的數(shù)學(xué)盲點(diǎn)依然存在。在另一項(xiàng)實(shí)驗(yàn)中，這次實(shí)驗(yàn)對(duì)象是阿克什•勞的本科生，阿克什•勞給出了兩種購(gòu)買(mǎi)散裝咖啡豆的方法：免費(fèi)多送33%和價(jià)格降低33%。這個(gè)折扣比免費(fèi)贈(zèng)送劃算得多，但那些看起來(lái)很聰明的學(xué)生卻認(rèn)為兩者一樣。
Studies have shown other ways in which retailers can exploit consumers’ innumeracy. One is to befuddle them with double discounting. People are more likely to see a bargain in a product that has been reduced by 20%, and then by an additional 25%, than one which has been subject to an equivalent, one-off, 40% reduction.
這些研究表明零售商還有其他方式可以利用消費(fèi)者的數(shù)學(xué)盲點(diǎn)。其中一種就是用折上折來(lái)迷惑他們。人們往往會(huì)覺(jué)得，先打八折再打七五折比一次性只打六折更劃算，其實(shí)兩者根本一樣。
Marketing types can draw lessons beyond just pricing, says Mr Rao. When advertising a new car’s efficiency, for example, it is more convincing to talk about the number of extra miles per gallon it does, rather than the equivalent percentage fall in fuel consumption.
阿克什•勞說(shuō)，除了產(chǎn)品定價(jià)，人們還可以從這些研究中學(xué)到關(guān)于市場(chǎng)營(yíng)銷(xiāo)的其他技巧。例如，為一款新車(chē)的性能做廣告，宣傳每加侖的油能多跑多少英里比實(shí)質(zhì)上能省多少油更有說(shuō)服力。
There may be lessons for regulators too. Even well-educated shoppers are easily foxed. Sending everyone back to school for maths refresher-courses seems out of the question. But more prominently displayed unit prices in shops and advertisements would be a great help.
監(jiān)管部門(mén)也可能從中學(xué)到東西。即使是受過(guò)良好教育的購(gòu)物者也很容易被忽悠。讓大家重返校園進(jìn)修數(shù)學(xué)似乎不大可能，不過(guò)在商店和廣告中更明顯地標(biāo)出產(chǎn)品單價(jià)將會(huì)有莫大的幫助。