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[阅读] 人们愿意购买亲手摸过的商品,你是否也是如此?

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匿名  发表于 2011-8-29 00:44:28 |阅读模式
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A new study suggests that just fingering an item on a store shelf can create an attachment that makes you willing to pay more for it.
一项新的研究表明,只要用手指触摸过货架上的商品就能使你产生一种依恋感,从而愿意掏更多的钱买下它。

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Previous studies have shown that many people begin to feel ownership of an item--that it "is theirs"--before they even buy it. But this study, conducted by researchers at Ohio State University, is the first to show "mine, mine, mine" feelings can begin in as little as 30 seconds after first touching an object
.以前的研究认为,许多人甚至在购买某件商品前就开始产生“这是自己的”拥有感。但这项由俄亥俄州立大学研究者们进行的研究第一次发现:“我的、我的、我的”的感觉会在首次触摸商品后短短30秒内产生。

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Participants in the study were shown an inexpensive coffee mug, and were allowed to hold it either for 10 seconds or 30 seconds. They were then allowed to bid for the mug in either a closed (where bids could not be seen) or open (where they could be seen) auction. The participants were told the retail value of the mug before bidding began.
该研究向参与者展示了一只价格普通的咖啡杯,允许他们手持10秒或30秒,然后在隐匿竞标(标价对其他竞买者保密)或公开竞价(报价对所有竞买者公开)中对其进行竞价。竞价之前,参与者被告知了这只杯子的零售价。

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The study found that on average, people who held the mug for longer bid more for it. In fact, people who held the mug for 30 seconds bid more than the retail price four out of seven times.
该研究发现,一般而言,持杯时间长的人会愿意多付钱。事实上,持杯30秒的人在七次报价中有四次高于零售价。

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"The amazing part of this study is that people can become almost immediately attached to something as insignificant as a mug," said study leader James Wolf. "By simply touching the mug and feeling it in their hands, many people begin to feel like the mug is, in fact, their mug. Once they begin to feel it is theirs, they are willing to go to greater lengths to keep it."
研究组长詹姆斯•沃尔夫称:“这一研究的惊人之处在于,人们几乎会立刻产生出对杯子这类无关紧要的东西的依恋感。只要摸一摸,在手里感觉一下,许多人就会开始觉得那个杯子其实是他们自己的。一旦开始有这种感觉了,为了拥有它,他们愿意加倍努力。”

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Retailers have been using the try-then-buy tactic for years, said Wolf, who is now an assistant professor of information systems at Illinois State University. For example, car dealers routinely send prospective buyers out on test drives, and pet shop owners encourage people to play with the puppies in the window.
现任伊利诺伊州立大学信息系统助理教授的沃尔夫说,一直以来,零售商们都采用先试再买的策略。例如,汽车经销商通常会让潜在买主试驾,宠物店老板鼓励人们和橱窗里的小狗玩耍。

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Understanding the attachment this tactic can create could make consumers aware of their own susceptibility, Wolf said.
沃尔夫说,了解这种策略会带来的依恋感可以让消费者意识到自己易受外界左右。

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