評論
打印
Medications come with long lists of potential side effects.
藥物有一大堆潛在的副作用。
Now a study finds that the litany of unpleasant consequences does not deter prospective purchasers.
而現(xiàn)在一項研究發(fā)現(xiàn)這些不愉快的副作用竟然沒有妨礙潛在購買者。
In fact, those warnings might actually increase drug sales.
事實上,這些警示反而可能會增加藥品的銷售。
For the study, subjects were shown two different versions of ads for three different products:cigarettes, artificial sweeteners and medications.
在實驗中,展示給受試者的是香煙,人工甜味劑和藥物三樣不同產(chǎn)品各兩個不同版本的廣告。
One version of the ads clearly warned of potential perils—for example, hair loss, weight gain or stroke.
其中一個版本的廣告明顯警告潛在的風(fēng)險,比如脫發(fā),體重增加或中風(fēng)等等。
The other set of ads were warning-free.
而另一組廣告則完全沒有警示。
Subjects who saw ads with warnings were initially less likely to buy the products.
那些看到警示廣告的受試者最初不太愿意購買產(chǎn)品。
But when surveyed again some time later, they were actually more likely to make the purchase than were those who saw ads without the warnings.
但是當(dāng)再次調(diào)查一段時間后,相比那些看過沒有警示廣告的人，他們的購買欲望更為強烈。
The study is in the journal Psychological Science.
這項研究已經(jīng)在《心理科學(xué)》雜志上發(fā)表。
The researchers say after some time goes viewers of the ads interpret the listing of negative side effects as a show of good faith: a sign of trustworthiness.
研究人員表示,經(jīng)過一些時間的推移觀眾將廣告中的負(fù)面影響理解為商家的以示誠信:這是一種賣方誠信的標(biāo)志。
Who would have thought you could increase demand with...nausea, diarrhea, bloating, etcetera….
誰會想到通過惡心、腹瀉、腹脹等等副作用說明就能提高你的購買欲呢？
