實用購物英語：衝動購物的心理

小編說;要剁手的漢子姑娘們聽着了!當你摸過這件商品後大腦會自動反應“這是我的這是我的”，爲了擁有它從而產生了消費慾望。原來衝動購物是這個原理。。。

A new study suggests that just fingering an item on a store shelf can create an attachment that makes you willing to pay more for it.

Previous studies have shown that many people begin to feel ownership of an item--that it "is theirs"--before they even buy it. But this study, conducted by researchers at Ohio State University, is the first to show "mine, mine, mine" feelings can begin in as little as 30 seconds after first touching an object.

一項新的研究表明，只要用手指觸摸過貨架上的商品就能使你產生一種依戀感，從而願意掏更多的錢買下它。

以前的研究認爲，許多人甚至在購買某件商品前就開始產生“這是自己的”擁有感。但這項由俄亥俄州立大學研究者們進行的研究第一次發現：“我的、我的、我的”的感覺會在首次觸摸商品後短短30秒內產生。

Participants in the study were shown an inexpensive coffee mug, and were allowed to hold it either for 10 seconds or 30 seconds. They were then allowed to bid for the mug in either a closed (where bids could not be seen) or open (where they could be seen) auction. The participants were told the retail value of the mug before bidding began.

The study found that on average, people who held the mug for longer bid more for it. In fact, people who held the mug for 30 seconds bid more than the retail price four out of seven times.

該研究向參與者展示了一隻價格普通的咖啡杯，允許他們手持10秒或30秒，然後在隱匿競標(標價對其他競買者保密)或公開競價(報價對所有競買者公開)中對其進行競價。競價之前，參與者被告知了這隻杯子的零售價。

該研究發現，一般而言，持杯時間長的人會願意多付錢。事實上，持杯30秒的人在七次報價中有四次高於零售價。

"The amazing part of this study is that people can become almost immediately attached to something as insignificant as a mug," said study leader James Wolf. "By simply touching the mug and feeling it in their hands, many people begin to feel like the mug is, in fact, their mug. Once they begin to feel it is theirs, they are willing to go to greater lengths to keep it."

研究組長詹姆斯·沃爾夫稱：“這一研究的驚人之處在於，人們幾乎會立刻產生出對杯子這類無關緊要的東西的依戀感。只要摸一摸，在手裏感覺一下，許多人就會開始覺得那個杯子其實是他們自己的。一旦開始有這種感覺了，爲了擁有它，他們願意加倍努力。”

Retailers have been using the try-then-buy tactic for years, said Wolf, who is now an assistant professor of information systems at Illinois State University. For example, car dealers routinely send prospective buyers out on test drives, and pet shop owners encourage people to play with the puppies in the window.

現任伊利諾伊州立大學信息系統助理教授的沃爾夫說，一直以來，零售商們都採用先試再買的策略。例如，汽車經銷商通常會讓潛在買主試駕，寵物店老闆鼓勵人們和櫥窗裏的小狗玩耍。

Understanding the attachment this tactic can create could make consumers aware of their own susceptibility, Wolf said.

沃爾夫說，瞭解這種策略會帶來的依戀感可以讓消費者意識到自己易受外界左右。

When testing out new cars, for example, and "going in there knowing that you are going to feel like raising your price, maybe you can be better prepared not to make a hasty purchase that you'll regret later on," he said.

例如在試開新車時，“明白自己會有願出高價的衝動，那麼也許你就不會草率購買後又追悔莫及了。”他說。