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Shopping Psychology
怎样避免坠入购物陷阱
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.
好的。你给自己做了保证，这个节假日期间将严格遵守礼品赠送预算。然而，商场会挖空心思地让你花钱。他们利用一些心理触发机制来让你消费。现在，专家Kelli Grant将披露一些这样的诡计。她是来自SmartMoney.com资深消费者报告员。感谢参加我们的节目。
Thank you.
谢谢。
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.
好的。我曾经多次坠入这样的陷阱。所以，请你一定要帮我们走出困境。首先，买多赠送活动。我觉得特别划算，因为只要多花一点点钱就可以得到一份超值的礼品。
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.
他们就是想让你这么认为。研究表明，消费者倾向于认为这是你购物得到的礼品，而不会想到你花额外的钱买到你或许根本不想要的东西。但是我们总是认为这个礼品价值40美元，这样你就节约了40美元。然而事实并非如此。所以避免这种促销模式。确保只购买你清单上列出的商品，控制在预算范围之内。
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?
这里有许多心理学诡计，例如限量购买。有时我想买一件，但是我看到有促销活动，规定“限购5件”。你就会认为，“或许我应该多买一件。太划算了。”是吗？
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 shown 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. Soreally be thinking about how many of something you need. And try to ignore the fact that they are stacking limit on everything.
确实，这确实是个诡计。他们就是想让你看到限量购买，认为这个价钱过后就不再有了，然后人们就会疯狂地向购物车中装满这种商品。有研究表明，如果有限量购买提醒，人们很有可能会购买至少一件这种产品。限制购买的数量越高，你买的可能性越大。所以一定要想想某件东西你真正需要多少。忽略他们设置的限量购买陷阱。
Yeah, how can you ignore those Emails that you keep getting about this sale and that sale.
那么，怎样才能忽略各种各样的促销电子邮件呢？
Don't open your email... That's really the best advice. I mean the stores really know that we are hard-wired to think about that is the scarcity. 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.
最好的建议就是不要打开这样的邮件。我的意思是，商场非常清楚我们对商品稀缺没有抵抗力。如果你知道促销即将结束，他们就会让你冲动之下展开行动，购买某中商品。但是今年的促销季才刚刚开始而已。所以，你完全没必要匆匆忙忙去抢购。所以，当你查看电子邮件的时候，尽量不要打开这样的促销邮件。你知道，明天，今天，几个小时之内，总会有促销活动即将结束。除非你真的想要买这家店的产品，否则不要打开邮件，直接删除。
