評(píng)論
打印
The study, published in the Journal of Psychology and Marketing in the U.S., concluded:"Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt."
這項(xiàng)研究的結(jié)果刊登在了美國(guó)《心理學(xué)與市場(chǎng)營(yíng)銷期刊》上，文章指出：“所謂的‘安慰式購(gòu)物心理’對(duì)于商家的益處是不言而喻的，它能使消費(fèi)者情緒高漲，并且不會(huì)有后悔或者內(nèi)疚的心理。”
Selin Atalay and Margaret Meloy, the authors of the study， Retail therapy: A strategic effort to improve mood，said retailers could learn from the findings.
Selin Atalay和Margaret Meloy表示，研究的結(jié)果對(duì)于零售商有著很大的借鑒作用?！?/FONT>
They said:"It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers, or that mall planners strategically locate candy stores near every mall exit. What is suggested is that perhaps practitioners have it right when they appeal to consumers with slogans that encourage them to buy themselves splurges.There seem to be positive consequences to buying oneself a small treat: one does feel better."
他們說：“我們的用意并不是要所有 的商家們突然都在收銀臺(tái)放置小點(diǎn)心招待消費(fèi)者，或者是讓購(gòu)物中心把糖果店都搬到商城的出入口。我們希望消費(fèi)者可以準(zhǔn)確的掌握到這樣一種訊息和實(shí)際，利用口號(hào)鼓勵(lì)消費(fèi)者為自己而消費(fèi)。給自己買些東西看以來將會(huì)產(chǎn)生正面的結(jié)果，并且會(huì)使得心情也好起來。”
