托福阅读机经背景文化类：营销如何利用数学盲消费者.docx

智课网TOEFL备考资料托福阅读机经背景文化类：营销如何利用数学盲消费者 Business. 商业 The psychology of discounting. “打折”心理学 Something doesnt add up. 就是算不对 How marketers can take advantage of consumers innumeracy. 且看营销人员如何利用“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. 零售商想吸引顾客购买某种特别商品时，典型做法就是打折促销了。但是，一项发表在市场营销杂志的新研究则说明了他们并未统揽全局，掌握所有窍门。 A team of researchers, led by Akshay Rao of the University of Minnesotas 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. 以明尼苏达大学卡尔森管理学院的阿卡什?劳为首的调查小组研究了消费者对打折的态度。他们发现，购物者们更喜欢赠品胜过打折品。主要原因在于多数人对分数运算束手无策。 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). 比如，消费者们常常很难意识到，加量50%就等同于折扣33%。绝大多人都以为前者更划算。在一次实验中，调查者们出售手霜，一种是带赠品的，另一种是打折品，两者价值相当(即使排除如囤货需要之类的其他因素)，但是结果前者多售出73%。 This numerical blind spot remains even when the deal clearly favours the discounted product. In another experiment, this time on his undergraduates, Mr Rao offered two deals on loose coffee beans: 33% extra free or 33% off the price. The discount is by far the better proposition, but the supposedly clever students viewed them as equivalent. 即便当买打折品明显更划算时，人们还是无法走出数字盲区。另一次实验在 本科 生中展开，Rao先生出售散装咖啡豆时提供两种选择：赠送33%或者折扣33%。打折远远更加划算，但那些本以为十分聪明的学生们却认为两种促销都是一样的。 相关推荐： 托福阅读机经背景文化类：日本服饰