英语口语900句购物中的促销易感性.docx

英语口语900句：购物中的促销易感性
The psychology of discounting
打折心理
Something doesn’t add up
好像有点不对劲
How marketers can take advantage of consumers’ innumeracy
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.
零售商若想怂恿顾客购置某种产品，往往会打个折。一项马上发表在《市场营消杂志》（the Journal of Marketing）上的新讨论说明，零售商们忽视了一个窍门。
A team of researchers, led by Akshay Rao of the University of Minnesota’s 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.
由明尼苏达州大学卡尔森治理学院的阿克什劳（Akshay Rao）带着的一个讨论团队就消费者对打折的态度进展了讨论。他们发觉，与较低的价格相比，购物者更喜爱猎取免费赠品。主要是由于一涉及分数计算，多数人的脑子都转不过来。
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).
例如，消费者往往很难意识到加量50%与打六七折其实是等价的。他们大多认为前者更划算。在一项试验中，讨论人员以优待装出售护手霜比打同等折扣多卖了73%（即使在其他影响，如顾客想多买一点，都被排解在外时也是如此）。