但那些本以为十分聪明的学生们却认为两种促销都是一样的。
Studies have shown other ways in which retailers can exploit consumers innumeracy.
根据学生们的反映,零售商们发现了其他方式来利用消费者对数字上的不敏感。
One is to befuddle them with double discounting.
比如利用二次折扣来迷惑他们。
People are more likely to see a bargain in a product that has been reduced by 20%, and thenby an additional 25%, than one which has been subject to an equivalent, one-off, 40%reduction.
人们觉得一件商品如果先打8折再打75折,那肯定比一次性打6折要划算。
Marketing types can draw lessons beyond just pricing, says Mr Rao.
Rao先生说,这不仅对营销手段的价格方面有所启发,其他方面也是如此。
When advertising a new car s efficiency, for example, it is more convincing to talk aboutthe number of extra miles per gallon it does, rather than the equivalent percentage fall infuel consumption.
比如,在宣传新车效率时,引用每加仑汽油多跑的英里数要比引用减少的耗油量的比值要更有说服力。
There may be lessons for regulators too.
这对监管者也有所启示。
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