商店诱人消费10种隐秘手段

    此文章是与《Money》杂志的合作内容。原文可见于Money.com网站。

    如今的营销策略，可不再是由一群“广告狂人”在烟雾缭绕的小房间里空想出来的。商家用来引诱你购买商品的手段，已经变得前所未有的隐蔽复杂。营销人员甚至会利用神经学理论来设计产品包装，以此唤起你最深层的渴望（比如消费者可能会很喜欢吃完膨化食品后手指上残留的奶酪屑）。

    如今，商家不再是简单地设计消费体验，而是精心营造氛围。他们会根据调研结果来决定让你看到什么广告，在店里闻到什么气味，听到什么声音，甚至连售货员仿佛无意触碰你手臂的动作都暗含玄机。这并不都是高端的大脑科学，以下是公司用来勾引你多买东西的一些花招。

    1.他们会让你怀旧。《广告狂人》的主角唐•德雷柏在设计柯达（Kodak）营销提案时描绘了一个感人的情景。但你每天在广告中看到的大量家人、宠物和昙花一现的童年时光，可不单是触动你心弦的伎俩。最新研究表明，这种怀旧会让人们不那么在意金钱，并愿意花费更多来购物。

    2. 他们会给你安排粗鲁的售货员。一项新的研究发现，在古琦（Gucci）这类高端商店，在售货员做出无礼举动后，顾客反而更可能购买昂贵商品。这种效应不适用于热销品牌，只适用于奢侈品。它似乎与人们更愿意成为团体中的一员有关。美国演员格劳乔•马克思曾经说过：如果某团体不愿接纳你，那你反而会更想加入其中。

    3. 他们会用小包装，让你买得更多。你也许会认为，如果坚持购买和饮用最近风靡一时的迷你瓶装苏打饮料和啤酒，那你就会喝得少一些。但研究发现，购买大批迷你包装的产品，会让你的购买总量实际上更多了。

    4. 他们会让你找不着东西或感到迷惑。杂货店商品的陈列，时常让人找不着东西，这可不是巧合。营销策略专家马丁•林德斯特罗姆表示，失去焦点更容易让人冲动消费。加州大学圣地亚哥分校（UC San Diego）的营销学教授温迪•刘在一篇研究中也指出，在购物中被人打断，也会让你对价格不那么敏感。这是因为在分心后重新看商品时，你会产生错觉，认为自己已经深思熟虑了。

    5. 他们会模仿你的动作，并让女性触碰你。女性，而非男性的触碰，会使得男性和女性消费者放松对金钱的掌控。所以如果女售货员拍了你的肩膀，你可能就会不自觉地花更多钱。另外，研究还发现，如果售货员（不论男女）模仿了你的姿势，你就更可能买他（她）卖的东西。

    6. 他们会让你近距离观察商品。加州理工学院（Caltech）的一项研究表明，相比照片或文字描述，摆在面前的马克杯和DVD会让顾客心甘情愿地多掏至少40%的钱，摆在面前的小吃则会让顾客多花60%。另一项研究还发现，花越多时间来观看和触摸商品，你就越可能买下它。

    This post is published in partnership with Money. The original can be found at Money.com

    Today’s marketing strategies aren’t dreamed up in smoky rooms full of Mad Men. The tools companies employ to get you to buy their stuff have grown ever more sophisticated, with marketers even using neural measurements to design product packaging and appeal to your deepest desires (to be covered in Cheetos dust, apparently).

    Consumer experience these days is not simply designed; it’s engineered. Research determines the ads you see, the scents and sounds you encounter in stores, even the way a salesperson might casually touch your arm. It’s not all high-tech brain science, but here are some of the tricks companies use to entice you to spend more.

    1. They make you nostalgic.Don Draper was on to something with his sentimental pitch for a Kodak campaign. But the abundance of families, puppies, and childhood ephemera in the ads you see every day is more than a simple ploy to tug on your heartstrings. Recent research shows nostalgia makes people value money less and feel willing to pay more for purchases.

    2. They sic rude salespeople on you.At high-end stores like Gucci, customers are actually more inclined to buy expensive products after a salesperson has acted snottily to them, a new study found. This effect—which doesn’t work with mass-market brands, only luxury—seems to have something to do with the desire to be part of an in crowd. To paraphrase Groucho Marx, you’re more likely to want to belong to a club that doesn’t want you as a member.

    3. They use smaller packaging to get you to buy bigger.You’d think that it would be easier to buy and drink less soda and beer if you stick to the cute new mini-cans that seem to be all the rage these days. But research shows buying multi-packs of those small sizes can actually lead people to consume more overall.

    4. They get you lost and confused.It’s not an accident that grocery stores are often laid out unintuitively. Losing focus makes people spend more on impulse purchases, says expert Martin Lindstrom, who has conducted studies on marketing strategies. Getting interrupted during shopping also makes you less price-sensitive, according to research co-authored by marketing professor Wendy Liu at UC San Diego. That’s because when you return to look at products after a distraction, you have a false sense of having already vetted them, she says.

    5. They mimic your gestures—and get women to touch you.A woman’s touch—but not a man’s—makes people of either sex looser with their money, so when that saleswoman touches your shoulder, you may unwittingly end up spending more. Additionally, research shows that if a salesperson of either sex imitates your gesticulations, you are more likely to buy what he or she is selling.

    6. They get you to handle the merchandise.Consumers are willing to pay at least 40% more for mugs and DVDs—and 60% more for snacks—that are physically present than for the same products displayed in photographs or described in text, according to a Caltech study. And other research shows your willingness to pay more increases as you spend more time looking at and holding objects.