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访谈录 2010-11-15&11-17 购物心理学

时间:2010-12-15 03:47来源:互联网 提供网友:angel_mei520   字体: [ ]
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All right so you've made a promise to yourself, this holiday season you are sticking to a gift giving budget. Well, the stores are gonna try to keep your spending you know that. And they are replying on some psychological triggers to get your business. So here to expose these little tricks is Kelli Grant. She is senior consumer reporter for SmartMoney.com. Thanks for being with us.
Thank you.
All right, I have fall for a lot of this. So help us out, will you? First one gift with purchase so many times I think I'm getting such a good deal because if I just spend a little bit more, I get a gift.
And that's exactly what they want you to think right now. And studies have shown that consumers are apt to think of a gift with purchase, not just as you spending extra money for something that you might not even want, but that we almost quit with this discount you feel like the gift is worth about forty dollars. Then you are saving forty dollars. Even that really isn't the case. So to avoid this one you just wanna make sure that you are really looking and making sure the gift purchase is something is on your list and you are still spending in budget.
There are a lot psychological tricks here, for example the purchase limits. Sometimes I just want one and I see a good deal, but then it says, you know, “limit five”. You think, “Well, maybe I should get more than just one. This is such a good deal”. Right?
That's exactly, that's exactly the trick. They really want you to think about it and see that limit and think wow if this wasn’t here, then people would just be filling their carts with this, it’s so amazing. And there are studies have show that if there is a limit in place show more likely to buy at least one of those items if you weren’t going to already. The higher the limit, the more likely you are to buy it. So really be thinking about how many of something you need. And try to ignore the fact that they are stacking limit on everything.
Yeah, how can you ignore those Emails that you keep getting about this sale and that sale.
Don't open your email... That's really the best advice. I mean the stores really know that we are we are hard-wired to think about that is the scarcity1. If you know that the sale is ending, then they want you to act on impulse and start running out and buying something. But this time of year the sales just keep coming. So you don't actually need to do that. So just, you know when you are looking to your E-mails try to avoid opening any the ones that like, you know, the sale is ending tomorrow, today, in a few hours. Unless you’re gonna make a purchase from that store anyway, otherwise just delete it unread.
Gotcha. You know it is really a number’s games because a lot of times when you are looking at these different deals, it’s like save 30%, save 50%. But are you really saving that much money when you are looking at your purchase.
That's what they want you to think. You’ll see a lot of times in the advertising2 that they’ll put that, they’ll type the savings3, and then sort of the fine price almost you see what the new price is on something and the reason they do that, it's basically a visual trick, whatever you see the first, you are more likely to sort of attached to the deal and the price in comparison is not gonna look like such a good deal. I mean if you are saving five hundred dollars just really matter that the TV is still 1500. Hopefully yes but the advertising works in such a tricky4 way that you might think you are getting that much a better price because the savings are significant.
Right, sometimes the purchase really isn't that large of a purchase so, you know 30% not that big of a deal. A small purchase, but you see 30% you think wow I'm getting a really good deal here. It's funny how the numbers working that, and they know that.
They do, and they want us just to splash that around this time of year, so really make sure that you are looking for the items that between your price range and then start to looking to see if there are sales that might abroad. Something even better or a little bit cheaper for you.
Gotcha. And shop now, save later. Is that a trick?
We are seeing a lot of this especially with closing stores this time of year and this is a way that consumer tried to think they’re gonna gain in the system. Because they’re gonna to buy something a little bit today and get today's sale. And they gonna get a coupon5 to come back in two weeks and buy a little bit more then at even better prices. But really what it is that the stores are searing you to come back at a time when they know that there either gonna have a lot of fresh merchandise that you gonna be interested in or the time when they figure they got have other sales you are really just gonna be overwhelmed. So for this one. You know so many sales are out there right now, just tried to focus on what deals that are currently and not try to play games.
So I think the key word here is to stay focused. Em, you know you have your list, you have your budget. Try not to veer6 from it if you don't have to.
Exactly. Make that list. Check it twice. And just make sure you are not deviating7 from it, or if you feel the impulse to that you really look at it then make sure that that's the smartest move.
Well that's what we’re gonna set out to do. We’ll see how it turns out in there you know how holiday shopping is.
Definitely.
All right, Kelli, thank you so much.


点击收听单词发音收听单词发音  

1 scarcity jZVxq     
n.缺乏,不足,萧条
参考例句:
  • The scarcity of skilled workers is worrying the government.熟练工人的缺乏困扰着政府。
  • The scarcity of fruit was caused by the drought.水果供不应求是由于干旱造成的。
2 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
3 savings ZjbzGu     
n.存款,储蓄
参考例句:
  • I can't afford the vacation,for it would eat up my savings.我度不起假,那样会把我的积蓄用光的。
  • By this time he had used up all his savings.到这时,他的存款已全部用完。
4 tricky 9fCzyd     
adj.狡猾的,奸诈的;(工作等)棘手的,微妙的
参考例句:
  • I'm in a rather tricky position.Can you help me out?我的处境很棘手,你能帮我吗?
  • He avoided this tricky question and talked in generalities.他回避了这个非常微妙的问题,只做了个笼统的表述。
5 coupon nogz3     
n.息票,配给票,附单
参考例句:
  • The coupon can be used once only.此优惠券只限使用一次。
  • I have a coupon for ten pence off a packet of soap.我有一张优惠券买一盒肥皂可以便宜十便士。
6 veer 5pQyC     
vt.转向,顺时针转,改变;n.转向
参考例句:
  • He is unlikely to veer from his boss's strongly held views.他不可能背离他老板的强硬立场。
  • If you fall asleep while driving,you'll probably veer off the road.假如你开车时打瞌睡,可能会驶离道路。
7 deviating c570dfa313c71c6bf38456f4f07d66d7     
v.偏离,越轨( deviate的现在分词 )
参考例句:
  • I compromise by using a prepared text and deviating from it whenever I feel the need. 我搞折衷办法,准备一份讲稿,觉得需要的时候就自由发挥。 来自辞典例句
  • Theories deviating practices are inane, while practices deviating theories are blindfold. 脱离实践的理论是空泛的,脱离理论指导的实践是盲目的。 来自互联网
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TAG标签:   访谈录  购物心理学
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