商店诱人消费10种隐秘手段

作者:三部曲网络 分类: 发布于:2014-12-21 9:45 ė936次浏览 64条评论

导语:。商家用来引诱你购买商品的手段,已经变得前所未有的隐蔽复杂。营销人员甚至会利用神经学理论来设计产品包装,以此唤起你最深层的渴望。

如今的营销策略,可不再是由一群“广告狂人”在烟雾缭绕的小房间里空想出来的。商家用来引诱你购买商品的手段,已经变得前所未有的隐蔽复杂。营销人员甚至会利用神经学理论来设计产品包装,以此唤起你最深层的渴望(比如消费者可能会很喜欢吃完膨化食品后手指上残留的奶酪屑)。

如今,商家不再是简单地设计消费体验,而是精心营造氛围。他们会根据调研结果来决定让你看到什么广告,在店里闻到什么气味,听到什么声音,甚至连售货员仿佛无意触碰你手臂的动作都暗含玄机。这并不都是高端的大脑科学,以下是公司用来勾引你多买东西的一些花招。

1.他们会让你怀旧。《广告狂人》的主角唐 德雷柏在设计柯达(Kodak)营销提案时描绘了一个感人的情景。但你每天在广告中看到的大量家人、宠物和昙花一现的童年时光,可不单是触动你心弦的伎俩。最新研究表明,这种怀旧会让人们不那么在意金钱,并愿意花费更多来购物。

2. 他们会给你安排粗鲁的售货员。一项新的研究发现,在古琦(Gucci)这类高端商店,在售货员做出无礼举动后,顾客反而更可能购买昂贵商品。这种效应不适用于热销品牌,只适用于奢侈品。它似乎与人们更愿意成为团体中的一员有关。美国演员格劳乔?马克思曾经说过:如果某团体不愿接纳你,那你反而会更想加入其中。

3. 他们会用小包装,让你买得更多。你也许会认为,如果坚持购买和饮用最近风靡一时的迷你瓶装苏打饮料和啤酒,那你就会喝得少一些。但研究发现,购买大批迷你包装的产品,会让你的购买总量实际上更多了。

4. 他们会让你找不着东西或感到迷惑。杂货店商品的陈列,时常让人找不着东西,这可不是巧合。营销策略专家马丁 林德斯特罗姆表示,失去焦点更容易让人冲动消费。加州大学圣地亚哥分校(UC San Diego)的营销学教授温迪?刘在一篇研究中也指出,在购物中被人打断,也会让你对价格不那么敏感。这是因为在分心后重新看商品时,你会产生错觉,认为自己已经深思熟虑了。

5. 他们会模仿你的动作,并让女性触碰你。女性,而非男性的触碰,会使得男性和女性消费者放松对金钱的掌控。所以如果女售货员拍了你的肩膀,你可能就会不自觉地花更多钱。另外,研究还发现,如果售货员(不论男女)模仿了你的姿势,你就更可能买他(她)卖的东西。

6. 他们会让你近距离观察商品。加州理工学院(Caltech)的一项研究表明,相比照片或文字描述,摆在面前的马克杯和DVD会让顾客心甘情愿地多掏至少40%的钱,摆在面前的小吃则会让顾客多花60%。另一项研究还发现,花越多时间来观看和触摸商品,你就越可能买下它。

7. 他们会让你产生大促销的幻觉。无论你用的是特大购物车还是小篮子,你都会想把它装满,所以你得仔细想想那些“折扣”是否真的划算。研究员林德斯特罗姆发现,在汤罐头的价格标签旁加上“每位顾客限购8罐”的说明,会让它的销量飙升,尽管它甚至都没有真正打折,因为它给了人们促销的错觉。所以在结账台前,你应该问问:“10美元10件”是否仅仅意味着“1美元1件”?

8. 他们会给你一些免费的好处。《消费者研究杂志》(Journal of Consumer Research)刊发的一篇论文指出,即便是一块免费的巧克力,只要顾客吃了下去,就会立刻增加对昂贵的手表、时髦雅致的衬衫和苹果笔记本等并非食物的奢侈品的兴趣。

9. 他们会去掉美元符号。如果你认为,你最爱的高档餐厅的菜单上用纯旧式字体标注“28”而不是“28美元”,只是为了显得简约别致,那你最好再仔细想想。康奈尔大学(Cornell)研究发现,去掉美元符号甚至“美元”字样的菜单,会让人们在餐厅中多花8%的钱。

10. 他们会细心营造商店气氛。店内的声音和气味会让你不那么在意你的钱包。研究员林德斯特罗姆在家用电器商店中喷了点苹果派的香氛,于是微波炉和电冰箱的销量增长了23%。他还发现,在酒店内播放德国和法国音乐会影响酒的销量。即便是没有音乐的环境,也可能让你花更多钱:研究表明,在噪音的干扰下,人们购买花哨运动鞋的可能性会增大。

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