砍价心理学：价格买家说了算反而没人敢买？_BEC初级作文

砍价心理学：价格买家说了算反而没人敢买？

The researchers noted two big effects. The average price suggested by those in the group benefiting the charity was over five times as high as that suggested by the first group. At the same time, only half as many people in the second group wanted to buy a photo. The researchers argue that the two results are linked: because the “right” price for the charity-and-photo combination was felt to be so much higher, a significant number of people preferred not to buy at all than to damage their self-image by offering a miserly price, and, by extension, a tight-fisted donation to a deserving cause。

研究人员注意到两个重要的实验结果。支援慈善一组的平均出价是第一组的5倍多。同时，第二组中仅有半数的顾客愿意购买相片。研究人员认为这两个试验结果息息相关：一旦将慈善和照片联系到一块儿，人们心中的合理出价就被大大提升，以至于很多人害怕出价太低伤面子而不买相片。这就好比面对一项值得投资的事业，少捐不如不捐。

The second experiment confirmed the first. Passengers on a boat trip were photographed and then offered the chance to buy the photos. This time Dr Gneezy and his colleagues controlled their subjects’ expectations more directly. For one group, the price was set at $15, for another it was $5, and the third were allowed to name their own price. All three groups were told that the normal price was $15. As expected, demand for photos rose when the price dropped from $15 to $5. But it fell again when people could pick their price. Again the researchers suggest that an overly low price can feel unpleasantly parsimonious. In contrast, “when the company sets the price at $5, there is no ambiguity about fairness, self-image concerns disappear and people are happy to pay。”