A team of researchers led by Ayelet Gneezy at the University of California’s Rady School of Management has now published a paper in the Proceedings of the National Academy of Sciences that makes some suggestions about the psychological underpinnings of this generosity. They finger the ego—in particular, a desire to think of yourself as a good person. And they find that allowing people to name their own price may result in fewer sales than the old-fashioned approach of simply setting a single price for everybody。
由加州大学雷迪管理学院的艾莱特•格尼茨领衔的一组研究人员最近在美国《国家科学院院刊》上撰文试图揭示这种慷慨行为背后的心理学依据。他们将研究结果指向人的自尊心,尤其是把自我视为一个好人的渴望。研究人员还发现,与传统的对所有人采用统一标价的方法相比,允许人们随意出价的方式可能导致销量的下滑。
The researchers ran three experiments. The first involved more than 53,000 customers of a theme park, who were photographed while riding a rollercoaster. In one iteration of the experiment, customers were offered the chance to buy the photo for a price of their own choosing. In the second run, they were offered the same deal, except that half their suggested price would be donated to a children’s charity。
研究人员进行了三个试验。第一个实验将一主题公园中的53000游客玩过山车的场景拍成照片。一组该试验的游客可以自定价格来购买这些照片。另一组的游客同样可以自定价格,区别在于他们出价的一半将会捐给儿童慈善事业。
【砍价心理学:价格买家说了算反而没人敢买?】相关文章:
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