舌尖上的美國(127):購物中的促銷易感性

心理學家提出一個概念叫做“促銷易感性”，其定義是“一種心理上的對促銷的整體反應傾向性”，通俗地說就是形容一個人到底有多熱愛打折。高促銷易感性的消費者看到促銷是最坐不住，看到“打折”兩個字就一定要衝過去看看，而且衝動消費，購買並不需要的東西。

The psychology of discounting

打折心理

Something doesn’t add up

似乎有點不對勁

How Marketers can take advantage of consumers’ innumeracy

營銷人員如何利用數學盲消費者

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買某種產品，往往會打個折。一項即將發表在《市場營消雜誌》（the Journal of Marketing）上的新研究表明，零售商們忽略了一個竅門。

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.

由明尼蘇達州大學卡爾森管理學院的阿克什勞（Akshay Rao）帶領的一個研究團隊就消費者對打折的態度進行了研究。他們發現，與較低的價格相比，購物者更喜歡獲取免費贈品。主要是因爲一涉及分數計算，多數人的腦子都轉不過來。

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，消費者往往很難意識到加量50%與打六七折其實是等價的。他們大多認爲前者更划算。在一項實驗中，研究人員以優惠裝出售護手霜比打同等折扣多賣了73%（即使在其他影響，如顧客想多買一點，都被排除在外時也是如此）。