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你是否“被购物”?

更新时间:2010-12-01    来源/发布:www.en369.cn    作者/编辑:英语作文网

你是不是常在逛街回家后发现,自己买了一些本来没有计划要买的东西?其实你在不经意的时候,已经掉入了商家事先安排的“圈套”里,诱使你掏钱消费,你注意到了吗?

Buyer beware — of how you're being coaxed into spending

Stores' music, lighting, 'deals' and pricing ranges can all influence what you buy. And if you want to spend less, pay in cash so you can see what you're losing.

Chances are, given the time of year and all, you're about to go shopping (and shopping and shopping and shopping and shopping).

But beware. It won't be just a walk in the mall. Shopping is a far more complex undertaking than you probably realize, according to researchers who delve into the intricacies of consumers' buying habits.

"We have a difficult time controlling our shopping behavior," says Alexander Chernev, associate professor of marketing at the Kellogg School of Management at Northwestern University in Evanston, Ill. "It's influenced by lots of forces we usually don't take into account."

We take account of some of them below

The five senses

"Everyone in the world of retail is trying to get you to spend in their location," says Paco Underhill, author of "Why We Buy: The Science of Shopping" and "What Women Want." "They try to engage you with all five senses."

What you see:

Retailers work to present their merchandise in the best light — literally. "They use lighting to make something that looks good look even better," Underhill says. "Everything tends to look better in the store than it does when you get it home."

What you hear:

If you like the music a store plays, chances are you'll like the products it sells — and vice versa. That, at least, is the message many stores hope to send with their soundtracks. For example, the strains of Justin Bieber crooning "Someday at Christmas" are pretty much a shout-out to young girls that this is the store for them. Middle-aged nerds? Not so much. "The music can tell you either you belong or you don't belong," Underhill says.

Just as music can attract people into a store, it can help to keep them there, or hurry them out the door. That's because customers respond to the tempo of a store's music, says Deborah MacInnis, professor of business administration and marketing at the USC Marshall School of Business. "Studies show that the slower the tempo, the slower people walk through the store, so the more they put in their baskets and the more they end up buying. If the tempo is faster, people walk faster too. They don't stop to look so much, and they don't buy as much."

What you smell and taste:

The sweet aroma of roasting chestnuts. Free samples of Christmas cookies. Like music, those are effective ways of inviting customers into a store and making them feel welcome.

Well duh, you may say. But smell and taste can serve another subtle function too, Underhill notes. "They get your saliva glands going, and that makes you hungry. And when you're hungry, you're more apt to buy anything, not just food."

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