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Shopping Psychology
怎樣避免墜入購物陷阱
All right so you've made a promise to yourself, this holiday season you are sticking to a gift giving budget. Well, the stores are gonna try to keep your spending you know that. And they are replying on some psychological triggers to get your business. So here to expose these little tricks is Kelli Grant. She is senior consumer reporter for SmartMoney.com. Thanks for being with us.
好的。你給自己做了保證，這個節假日期間將嚴格遵守禮品贈送預算。然而，商場會挖空心思地讓你花錢。他們利用一些心理觸發機制來讓你消費。現在，專家Kelli Grant將披露一些這樣的詭計。她是來自SmartMoney.com資深消費者報告員。感謝參加我們的節目。
Thank you.
謝謝。
All right, I have fall for a lot of this. So help us out, will you? First one gift with purchase so many times I think I'm getting such a good deal because if I just spend a little bit more, I get a gift.
好的。我曾經多次墜入這樣的陷阱。所以，請你一定要幫我們走出困境。首先，買多贈送活動。我覺得特別劃算，因為只要多花一點點錢就可以得到一份超值的禮品。
And that's exactly what they want you to think right now. And studies have shown that consumers are apt to think of a gift with purchase, not just as you spending extra money for something that you might not even want, but that we almost quit with this discount you feel like the gift is worth about forty dollars. Then you are saving forty dollars. Even that really isn't the case. So to avoid this one you just wanna make sure that you are really looking and making sure the gift purchase is something is on your list and you are still spending in budget.
他們就是想讓你這么認為。研究表明，消費者傾向于認為這是你購物得到的禮品，而不會想到你花額外的錢買到你或許根本不想要的東西。但是我們總是認為這個禮品價值40美元，這樣你就節約了40美元。然而事實并非如此。所以避免這種促銷模式。確保只購買你清單上列出的商品，控制在預算范圍之內。
There are a lot psychological tricks here, for example the purchase limits. Sometimes I just want one and I see a good deal, but then it says, you know, “limit five”. You think, “Well, maybe I should get more than just one. This is such a good deal”. Right?
這里有許多心理學詭計，例如限量購買。有時我想買一件，但是我看到有促銷活動，規定“限購5件”。你就會認為，“或許我應該多買一件。太劃算了。”是嗎？
That's exactly, that's exactly the trick. They really want you to think about it and see that limit and think wow if this wasn’t here, then people would just be filling their carts with this, it’s so amazing. And there are studies have shown that if there is a limit in place show more likely to buy at least one of those items if you weren’t going to already. The higher the limit, the more likely you are to buy it. Soreally be thinking about how many of something you need. And try to ignore the fact that they are stacking limit on everything.
確實，這確實是個詭計。他們就是想讓你看到限量購買，認為這個價錢過后就不再有了，然后人們就會瘋狂地向購物車中裝滿這種商品。有研究表明，如果有限量購買提醒，人們很有可能會購買至少一件這種產品。限制購買的數量越高，你買的可能性越大。所以一定要想想某件東西你真正需要多少。忽略他們設置的限量購買陷阱。
Yeah, how can you ignore those Emails that you keep getting about this sale and that sale.
那么，怎樣才能忽略各種各樣的促銷電子郵件呢？
Don't open your email... That's really the best advice. I mean the stores really know that we are hard-wired to think about that is the scarcity. If you know that the sale is ending, then they want you to act on impulse and start running out and buying something. But this time of year the sales just keep coming. So you don't actually need to do that. So just, you know when you are looking to your E-mails try to avoid opening any the ones that like, you know, the sale is ending tomorrow, today, in a few hours. Unless you’re gonna make a purchase from that store anyway, otherwise just delete it unread.
最好的建議就是不要打開這樣的郵件。我的意思是，商場非常清楚我們對商品稀缺沒有抵抗力。如果你知道促銷即將結束，他們就會讓你沖動之下展開行動，購買某中商品。但是今年的促銷季才剛剛開始而已。所以，你完全沒必要匆匆忙忙去搶購。所以，當你查看電子郵件的時候，盡量不要打開這樣的促銷郵件。你知道，明天，今天，幾個小時之內，總會有促銷活動即將結束。除非你真的想要買這家店的產品，否則不要打開郵件，直接刪除。
