Consumers often struggle to realise,for example, that a 50% increase in quantity is the same as a 33% discount in price.
比如,消费者们常常很难意识到,加量50%就等同于折扣33%。
They overwhelmingly assume the former is better value.
绝大多人都以为前者更划算。
In an experiment, the researchers sold 73% more hand lotion when it was offered in a bonuspack than when it carried an equivalent discount.
在一次实验中,调查者们出售手霜,一种是带赠品的,另一种是打折品,两者价值相当,但是结果前者多售出73%。
This numerical blind spot remains even when the deal clearly favours the discountedproduct.
即便当买打折品明显更划算时,人们还是无法走出数字盲区。
In another experiment, this time on his undergraduates, Mr Rao offered two deals on loosecoffee beans:
另一次实验在本科生中展开,Rao先生出售散装咖啡豆时提供两种选择:
33% extra free or 33% off the price.
赠送33%或者折扣33%。
The discount is by far the better proposition,
打折远远更加划算,
but the supposedly clever students viewed them as equivalent.
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