10種公司促進消費的狡猾的祕密的把戲(下)

5 Rude Salespeople

5 粗魯的銷售人員

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.

你可能認爲友善的銷售人員能爲公司帶來更多生意。但是英屬哥倫比亞大學尚德商學院最近發現其實不然。據研究者說，奢侈品商店中的店員越粗魯，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.

此項研究的作者達倫·達爾指出，看來，像路易斯威登或古馳這樣的奢侈品牌子，勢利可能真的是值得考慮的入職資格。我們的研究表明，他們最終是與高中的“圈內人”有相似的效應，其他人會渴求加入這樣的圈子。實質上，在奢侈品商店購物的人喜歡融入高端時尚人羣。這些奢侈品顧客認爲銷售人員很粗魯是因爲他們還沒有擁有昂貴的產品，通過擁有它，他們就能成爲高檔俱樂部的一員。

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.

研究者發現這種現象不會在全部顧客身上觀察得到，但在百貨商店的顧客中是顯而易見的。達爾說：“我們的研究顯示，爲了達到工作果效，你會在這樣的商店變得這樣的勢利。”

4 'While Supplies Last'

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.

我們都去過超市，而且是很多超市。唯一的缺點是有一個對於每位顧客的限制：1加侖牛奶只要1.99美元，但每位限購4份。但是爲什麼要有限制呢？不是因爲牛奶短缺，而是因爲這是一個能讓顧客購買比實際所需更多的有效招數。

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.

這個招數能使顧客認爲該產品的需求量很大，因爲它短缺。爲了避免錯過，所以他們最終買了4加侖牛奶，但是通常他們只會買1加侖或2加侖。

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年的一個心理研究中論證了稀缺效應的錯覺。在實驗中，研究者給測試對象展示了兩個完全相同的餅乾罐。一個餅乾罐中有10塊餅乾；另外一罐只有兩塊。測試對象認爲幾乎空了的罐頭中的餅乾更有價值，原因是因爲這個罐頭中餅乾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!"

下一次當你買機票時，你要是看見屏幕上突然出現“此航班僅剩11個座位，立即購買！”的時候，想一想這個花招。

3 Using Small Fonts

3 使用小字體

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.

如果你是一名商店經理，你想促進銷售。可能你會出售某件通常零售50美元的毛衣30美元。然而你可能企圖把30美元的銷售價格弄成大的，黑體的數字。研究者說實際上，銷售價格的尺寸應該比平常價格的尺寸小。

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.

爲什麼？原因是我們大腦會無意識地把更小的字體和更低的價格聯繫起來，研究者稱之爲“數量表徵的一致性”。一份來自克拉克大學和康涅狄格大學教授們2005的研究中發現，相比於看見大字體的銷售價格的顧客們，那些看見以更小字體出現的相同價格的顧客更有可能買該產品。

2 Using Lots Of Adjectives

2 使用大量形容詞

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."

餐館裏有兩種菜單：一種簡單地羅列了下食物，另一種很詳細地描述食物。想一想，“牛排玉米餅”對比“正宗烤牛肉玉米卷加上新鮮香菜，洋蔥，和青檸，裹進手工製作的玉米餅裏，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.

餐館老闆不寫這些描述詞的話你就會吃正如你所知道的，他們在保本。根據康奈爾大學和伊利諾伊大學厄本那香檳分校的研究，這種類型的菜單相比於那些沒有描述詞的菜單，增加了27%的銷售額。

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，描述菜單食物，促進消費的最有效的方法之一就是告訴就餐者正在使用的原料品牌（比如：傑克·丹尼爾斯威士忌醬，而不是普通的威士忌醬）

1 Staring At Your Kids

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.

我們都知道孩子愛糖果。但是可能有一個更祕密的原因使你孩子成爲可可鬆餅的狂熱者。康奈爾大學和哈佛大學公共衛生學院2014年的研究着眼於10個不同雜貨鋪的65種不同穀類食品。他們檢查了這些穀物在店裏的貨架位置，發現銷售給孩子的穀物就被放置在兒童視線的貨架上方。

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.

但是爲什麼不是在水平視線上呢？真正優勢來了：他們發現“向兒童推銷的穀類食品盒上的穀物卡通代言人的目光平均角度是向下9.6度”，這就給了孩子們一種印象——他們最喜歡的穀物卡通人物正盯着他們呢。

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項研究，確定瞭如果箱子上的卡通人物與參與者有眼神交流的話，他們會有多28%的可能性喜歡上那個穀類食品。