舌尖上的美国(127):购物中的促销易感性

心理学家提出一个概念叫做“促销易感性”，其定义是“一种心理上的对促销的整体反应倾向性”，通俗地说就是形容一个人到底有多热爱打折。高促销易感性的消费者看到促销是最坐不住，看到“打折”两个字就一定要冲过去看看，而且冲动消费，购买并不需要的东西。

The psychology of discounting

打折心理

Something doesn’t add up

似乎有点不对劲

How marketers can take advantage of consumers’ innumeracy

营销人员如何利用数学盲消费者

When retailers want to entice customers to buy a particular product, they typically offer it at a discount. According to a new study to be published in the Journal of Marketing, they are missing a trick.

零售商若想怂恿顾客购买某种产品，往往会打个折。一项即将发表在《市场营消杂志》（the Journal of Marketing）上的新研究表明，零售商们忽略了一个窍门。

A team of researchers, led by Akshay Rao of the University of Minnesota’s Carlson School of Management, looked at consumers’ attitudes to discounting. Shoppers, they found, much prefer getting something extra free to getting something cheaper. The main reason is that most people are useless at fractions.

由明尼苏达州大学卡尔森管理学院的阿克什劳（Akshay Rao）带领的一个研究团队就消费者对打折的态度进行了研究。他们发现，与较低的价格相比，购物者更喜欢获取免费赠品。主要是因为一涉及分数计算，多数人的脑子都转不过来。

Consumers often struggle to realise, for example, that a 50% increase in quantity is the same as a 33% discount in price. They overwhelmingly assume the former is better value. In an experiment, the researchers sold 73% more hand lotion when it was offered in a bonus pack than when it carried an equivalent discount (even after all other effects, such as a desire to stockpile, were controlled for).

例如，消费者往往很难意识到加量50%与打六七折其实是等价的。他们大多认为前者更划算。在一项实验中，研究人员以优惠装出售护手霜比打同等折扣多卖了73%（即使在其他影响，如顾客想多买一点，都被排除在外时也是如此）。