英語趣談:精明的你是否曾中招Subliminal retail tricks?

加拿大都市网

文︰子慧

「做個精明的消費者」,這句話說的容易,實行起來其實並不是那麼簡單。

有人認為只要不貪便宜,就已是成功的一半。不過大家要明白,令消費者購買貨品,是所有商戶生存的關鍵,大公司、大製造商,為了貨品暢銷,更會不惜工本請來大隊專家幫忙推銷,試問單打獨鬥的個別消費者,又怎會是他們的對手?

「明刀明槍」的推銷相對易防,一些玩微妙心理學、行為學的手法,就不是這麼容易招架,消費者往往墮入圈套而不自知。這些高明的促銷法,又稱為”subliminal retail tricks”。

Subliminal解below the threshold of sensation or consciousness,感官或意識之外的;或perceived by or affecting someone’s mind without their being aware of it,令人不自覺而受影響的,即潛意識的。Retail tricks就是零售的花招。

愈瞧不起  愈買得多

Susie Poppick在《時代》周刊的文章”10 Subliminal Retail Tricks You’re Probably Falling For”中,就介紹了商號常用的其中十招。她談到今天消費者面對的營銷術不是特別設計那麼簡單,而是運用科學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、氣味) and sounds you encounter(遇上) in stores, even the way a salesperson might casually(偶爾地) touch your arm. It’s not all high-tech brain science, but here are some of the tricks companies use to entice(引誘) you to spend more.

有很多招數都與售貨員有關。在貴价品牌店,售貨員態度惡劣,像看不起你,消費者會有什麼反應?

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是動詞,解傾向;例如︰I am inclined to accept the job offer.(我大概會接受這個職位。)相反是disincline,不願意;例如︰Children of rich people are usually disinclined to work.(有錢人的子女通常都不願工作。)

Snotty解having or showing a superior or conceited attitude,自大的、高傲的、看不起人的。人的心理就是這樣,愈難加入的圈子就會愈想成為一分子,高級品牌店售貨員愈看不起顧客,顧客就愈會買得多,因為想加入高級消費者行列。

女店員出「手」促銷佳

在普通商店,售貨員友善,不時觸碰顧客,也會刺激顧客消費,但這招售貨員必須是女性才會奏效。

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(不知不覺地) end up spending more.

August Bullock的The Secret Sales Pitch: An Overview of Subliminal Advertising是下意識推銷術的大全,可細閱看看自己曾中過多少招。

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