5 粗鲁的销售人员
You might think a friendly salesperson would mean more business for a company. But recent findings from researchers at the University of British Columbia Sauder School of Business say otherwise. According to researchers, the ruder the staff are at luxury stores, the better the profits.
你可能认为友善的销售人员能为公司带来更多生意。但是英属哥伦比亚大学尚德商学院最近发现其实不然。据研究者说，奢侈品商店中的店员越粗鲁，收益就越好。
Professor Darren Dahl, author of the study, noted, "It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci. Our research indicates they can end up having a similar effect to an 'in-group' in high school that others aspire to join." Essentially, people who shop at luxury stores like to fit in with the high-fashion crowd. These luxury shoppers think that the salesperson is being rude because they do not yet have the expensive item and that by buying it, they will become part of the exclusive club.
此项研究的作者达伦·达尔指出，看来，像路易斯威登或古驰这样的奢侈品牌子，势利可能真的是值得考虑的入职资格。我们的研究表明，他们最终是与高中的“圈内人”有相似的效应，其他人会渴求加入这样的圈子。实质上，在奢侈品商店购物的人喜欢融入高端时尚人群。这些奢侈品顾客认为销售人员很粗鲁是因为他们还没有拥有昂贵的产品，通过拥有它，他们就能成为高档俱乐部的一员。
Notably, researchers found that this phenomenon was not observed among shoppers in mass-market department stores. "Our study shows you've got to be the right kind of snob in the right kind of store for the effect to work," says Dahl.
研究者发现这种现象不会在全部顾客身上观察得到，但在百货商店的顾客中是显而易见的。达尔说：“我们的研究显示，为了达到工作果效，你会在这样的商店变得这样的势利。”
4 送完即止
We've all been at the supermarket and seen a great deal. The only downside is that there's a per-customer limit: a gallon of milk for only $1.99, but only four per customer. But why is there a limit? It's not because there's a milk shortage. It's because this is an effective trick for getting customers to buy more than they need.
我们都去过超市，而且是很多超市。唯一的缺点是有一个对于每位顾客的限制：1加仑牛奶只要1.99美元，但每位限购4份。但是为什么要有限制呢？不是因为牛奶短缺，而是因为这是一个能让顾客购买比实际所需更多的有效招数。
This trick makes shoppers think there's a big demand for the product, which is scarce. So they end up buying four gallons of milk when they would usually buy only one or two in order to avoid missing out.
这个招数能使顾客认为该产品的需求量很大，因为它短缺。为了避免错过，所以他们最终买了4加仑牛奶，但是通常他们只会买1加仑或2加仑。
The illusion of scarcity effect was demonstrated in a 1975 psychology study. In the experiment, researchers showed test subjects two identical cookie jars. One cookie jar had ten cookies; the other only had two. The test subjects rated the cookies in the nearly empty jar as more valuable, reasoning that they must be so because there are fewer of them.
在1975年的一个心理研究中论证了稀缺效应的错觉。在实验中，研究者给测试对象展示了两个完全相同的饼干罐。一个饼干罐中有10块饼干；另外一罐只有两块。测试对象认为几乎空了的罐头中的饼干更有价值，原因是因为这个罐头中饼干更少所以它一定是好的。
Think about this next time you're buying airline tickets and see a pop-up on the screen: "Only 11 seats left on this flight. Buy now!"
下一次当你买机票时，你要是看见屏幕上突然出现“此航班仅剩11个座位，立即购买！”的时候，想一想这个花招。
3 使用小字体
Say you're a store manager and want to promote a sale. Perhaps you are selling a certain sweater that usually retails at $50 for only $30. While you might be tempted to put the $30 sale price in big, bold letters, research says that the size of your sale price should actually be smaller than the regular price.
如果你是一名商店经理，你想促进销售。可能你会出售某件通常零售50美元的毛衣30美元。然而你可能企图把30美元的销售价格弄成大的，黑体的数字。研究者说实际上，销售价格的尺寸应该比平常价格的尺寸小。
How come? The reason is that, unconsciously, our brains associate a smaller font with a lower price. Researchers call this "magnitude representation congruency." A 2005 study by professors from Clark University and the University of Connecticut found that, compared to shoppers who see a sale price in large font, people who see the same sale price in a smaller font are more likely to buy the item.
为什么？原因是我们大脑会无意识地把更小的字体和更低的价格联系起来，研究者称之为“数量表征的一致性”。一份来自克拉克大学和康涅狄格大学教授们2005的研究中发现，相比于看见大字体的销售价格的顾客们，那些看见以更小字体出现的相同价格的顾客更有可能买该产品。
2 Using Lots Of Adjectives
2 使用大量形容词
There are two types of menus at restaurants: ones that simply list the food and ones that describe it in detail. Think "steak taco" versus "authentic carne asada taco with fresh cilantro, onion, and lime, wrapped in a handmade corn tortilla, garnished with an avocado salsa."
餐馆里有两种菜单：一种简单地罗列了下食物，另一种很详细地描述食物。想一想，“牛排玉米饼”对比“正宗烤牛肉玉米卷加上新鲜香菜，洋葱，和青柠，裹进手工制作的玉米饼里，配上南瓜酪梨沙拉。”
Restaurateurs aren't writing these descriptions just so you know what you're eating; they help their bottom line. According to research from Cornell University and the University of Illinois at Urbana-Champaign, these types of menus raised sales by 27 percent, compared to those without descriptions.
餐馆老板不写这些描述词的话你就会吃正如你所知道的，他们在保本。根据康奈尔大学和伊利诺伊大学厄本那香槟分校的研究，这种类型的菜单相比于那些没有描述词的菜单，增加了27%的销售额。
Interestingly, one of the most effective ways to describe menu items and boost sales was to tell diners the brands of ingredients being used (e.g. Jack Daniels whiskey sauce rather than plain old whiskey sauce).
有趣的是，描述菜单食物，促进消费的最有效的方法之一就是告诉就餐者正在使用的原料品牌（比如：杰克·丹尼尔斯威士忌酱，而不是普通的威士忌酱）
1 盯着你的孩子
We all know kids love sugar. But there might be a more surreptitious reason your children are cuckoo for Cocoa Puffs. A 2014 study by researchers at Cornell University and the Harvard T.H. Chan School of Public Health looked at 65 different cereals in ten different grocery stores. They examined their position on the store's shelves and found that cereal marketed at children is placed on shelves just above children's eye level.
我们都知道孩子爱糖果。但是可能有一个更秘密的原因使你孩子成为可可松饼的狂热者。康奈尔大学和哈佛大学公共卫生学院2014年的研究着眼于10个不同杂货铺的65种不同谷类食品。他们检查了这些谷物在店里的货架位置，发现销售给孩子的谷物就被放置在儿童视线的货架上方。
But why not at eye level? Here comes the real kicker: They found that the "average angle of the gaze of cereal spokes-characters on cereal boxes marketed to kids is downward at 9.6 degrees," giving kids the impression that their favorite cereal character is staring right at them.
但是为什么不是在水平视线上呢？真正优势来了：他们发现“向儿童推销的谷类食品盒上的谷物卡通代言人的目光平均角度是向下9.6度”，这就给了孩子们一种印象——他们最喜欢的谷物卡通人物正盯着他们呢。
The researchers followed up with a second study and determined that participants were 28 percent more likely to like a cereal if the character on the box made eye contact with them.
研究者接着做了第二项研究，确定了如果箱子上的卡通人物与参与者有眼神交流的话，他们会有多28%的可能性喜欢上那个谷类食品。
评论
打印
