第二个试验证印证了第一个试验。把人们坐船旅行的场景拍成相片,再向这些人出售。这次格尼茨博士和他的同事们更加直接地控制试验主体的期望值。一组定价15美元,另一组则为5美元,而第三组的人们则可以看着给。然后告诉这三组的人们,照片原价是15美元。不出所料,当照片的价格从15美元跌倒5美元的时候,需求随之攀升。但当人们可以自己定价的时候购买量反而更少了。定价过低反而使人们更加小气。相比之下,“若公司把价格定到5美元,交易很显然十分公平,人们不再担心自我形象,开始乐于购买。”
To determine whether it is your conscience that prods you to be generous, as opposed to pressure from your peers, the third experiment took place in a restaurant in which customers chose the price paid for a meal. One group was allowed to pay secretly; another paid in public. The people allowed to pay their bills anonymously chose to pay more, on average, than those who paid in public. Radiohead, for their part, seem to have anticipated Dr Gneezy’s conclusions. Their latest album, “The King of Limbs”, was again released online—but only for a fixed price, of $9.
为了搞清楚人们的慷慨大方到底是良心所驱还是群体压力所使,研究人员在一家餐厅进行了第三次试验。餐厅的顾客可以自选价格付账。一组用餐者可以在暗地里付账;另一组则要在大庭广众之下埋单。平均下来,匿名付账的人们比公开付账的人们给的更多。电台司令乐队似乎已经预料到了格尼茨博士的实验结论。他们的最新专辑——《橡树王的律动》,重新在线发售,而这次把价定在了9美元。
【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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