文︰子慧
“做个精明的消费者”，这句话说的容易，实行起来其实并不是那么简单。
有人认为只要不贪便宜，就已是成功的一半。不过大家要明白，令消费者购买货品，是所有商户生存的关键，大公司、大製造商，为了货品畅销，更会不惜工本请来大队专家帮忙推销，试问单打独斗的个别消费者，又怎会是他们的对手？
“明刀明枪”的推销相对易防，一些玩微妙心理学、行为学的手法，就不是这么容易招架，消费者往往堕入圈套而不自知。这些高明的促销法，又称为”subliminal retail tricks”。
Subliminal解below the threshold of sensation or consciousness，感官或意识之外的；或perceived by or affecting someone’s mind without their being aware of it，令人不自觉而受影响的，即潜意识的。Retail tricks就是零售的花招。
愈瞧不起 愈买得多
Susie Poppick在《时代》周刊的文章”10 Subliminal Retail Tricks You’re Probably Falling For”中，就介绍了商号常用的其中十招。她谈到今天消费者面对的营销术不是特别设计那么简单，而是运用科学原理和方法精心炮製的。
Consumer experience these days is not simply designed; it’s engineered. Research determines the ads you see, the scents(香味、气味) and sounds you encounter(遇上) in stores, even the way a salesperson might casually(偶尔地) touch your arm. It’s not all high-tech brain science, but here are some of the tricks companies use to entice(引诱) you to spend more.
有很多招数都与售货员有关。在贵价品牌店，售货员态度恶劣，像看不起你，消费者会有什么反应？
Customers are actually more inclined to buy expensive products after a salesperson has acted snottily to them. 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.
Incline是动词，解倾向；例如︰I am inclined to accept the job offer.(我大概会接受这个职位。)相反是disincline，不愿意；例如︰Children of rich people are usually disinclined to work.(有钱人的子女通常都不愿工作。)
Snotty解having or showing a superior or conceited attitude，自大的、高傲的、看不起人的。人的心理就是这样，愈难加入的圈子就会愈想成为一分子，高级品牌店售货员愈看不起顾客，顾客就愈会买得多，因为想加入高级消费者行列。
女店员出“手”促销佳
在普通商店，售货员友善，不时触碰顾客，也会刺激顾客消费，但这招售货员必须是女性才会奏效。
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(不知不觉地) end up spending more.
August Bullock的The Secret Sales Pitch: An Overview of Subliminal Advertising是下意识推销术的大全，可细阅看看自己曾中过多少招。
