十個"誘"你購買商品的廣告技巧(2)

rtisers Design Anthropomorphic Products

7.擬人產品：拉近距離

One of the most fascinating ways that advertisers get you to buy things is through anthropomorphism. The meaning of the word is simple: it means to give human qualities to an inanimate object. And the way this concept influences product design is that people are more likely to buy something if some sort of personal connection can be made to the object. Giving a product human qualities helps a consumer form a better bond with something they're about to buy whether it's a can of soda or a bed sheet. An article on Wired explains this concept as described by a pair of social psychologists named Rick Baaren and Matthijs van Leeuwen.

擬人化是廣告商誘使你買東西的極好辦法。這個詞的意思很簡單，就是賦予靜物以人類的特性。這一概念之所以能夠影響產品設計，是因爲一旦消費者與某種商品建立了個人聯繫，那他購買的可能性就會大大增加。不管是一罐汽水還是一個牀單，商品擬人化都能使其與消費者更好地聯繫起來。在《連線》（Wired）雜誌的一篇文章中，社會心理學家瑞克•拜仁（Rick Baaren）和馬泰斯•萬•萊文（Matthijs van Leeuwen）就很好地詮釋了擬人化這一概念。

The psychologists explain that many of the choices that people make are based upon unconscious feelings rather than rational motivations. Because of this tendency to act on subconscious signals, humans are quite vulnerable to being fed subliminal messages in advertising. Apparently, humans are introduced to anthropomorphic advertising at a very young age when things like blankets and childhood accessories are turned into cartoon characters. Then as adults, consumers act the same way they did as children by forming an emotional response to something that's clearly inanimate like a household cleaning product or a vehicle.

心理學家表示，人們所做的很多選擇都是基於潛意識而非理性動機，因此，廣告所蘊含的潛在信息很容易吸引受衆。其實，人們在很小的時候就開始接觸擬人化廣告，比如做成卡通人形的毯子和兒童裝飾。成年以後，消費者仍會像小時候一樣，與諸如家居清潔產品或小車之類的靜物有着一定的情感交流。

It seems fantastic that someone could bond with an inanimate object, but just consider how children love their toys, particularly when they're an action figure or a doll. Then, when someone tries to take that toy away, they have a significant emotional response to that loss. As adults, we form those same bonds with inanimate objects as if a bottle of detergent was a good friend or a barbecue was an old buddy from college.

人與靜物交流，聽起來有點不可思議，但是隻要想想小孩子對玩具，尤其對人形玩偶或者洋娃娃愛不釋手就明白了。一旦有人把玩具拿走，他們的情緒反應會非常強烈。我們作爲成年人，也會對一些靜物產生類似的情緒，彷彿清潔劑是我們的摯友，而烤肉則是我們大學時代的老夥伴。

es Offer “Handy” Baskets That Actually Lead You To Buy More

6.購物小籃：購物沒完

Advice columns are full of ways that you can spend less at the grocery store, and one of the most popular pieces of advice is to use a small, hand-held basket instead of a cart to do your shopping. The wisdom goes that you'll buy fewer products because you'll have less room to carry them in your basket. Well, apparently this advice is terrible because a new study reveals that the exact opposite of what you expect happens when you choose to use a small basket at the grocery store. Time Magazine shared the results of this European study that showed that shoppers make some rather bad decisions when they use a small basket.

建議專欄裏都是教你在雜貨店少花錢的方法，其中最普遍的建議就是在購物時使用小手提籃而不是手推車。這個“好方法”的原理在於，籃子的空間更小，放不下太多商品，這樣你就會買得更少。然而，這似乎是個餿主意，因爲最新的研究顯示，當你在雜貨商店選擇使用小購物籃時，完全會事與願違。《時代週刊》刊登了這項歐洲研究的成果，研究表明，購物者在使用小購物籃時會做出一些相當糟糕的決定。

The oddest part of the study is why we behave as we do when using a small basket. Apparently, the weight and inconvenience of carrying a basket influences us to make hasty decisions when buying products rather than carefully considering each purchase. Shoppers are more likely to buy products like candy and soda when they're holding a heavy basket than they are when pushing a cart that doesn't put any real strain on the person's muscles. To come to this conclusion, the researchers actually conducted a number of studies. The first was to simply observe people who were shopping with carts and baskets and the sorts of products they were buying.

這項研究最令人不可思議的就是，爲什麼我們在使用小購物籃時會買得更多。顯然，提着一個籃子又重又不方便，導致我們在購物時不經過慎重思考，便匆忙做決定。相比推着購物車，提着一個沉甸甸的籃子，購物者購買糖果和汽水之類商品的可能性會更大一些，因爲購物車可不會讓人的肌肉緊張。這是研究人員進行多項調查後所得出的結論。其中第一項便是觀察用購物車和購物籃進行購物的人，以及他們選購的商品種類。

Another interesting study was conducted by giving shoppers a list that had choices of healthy items like fruit, as well as candy items, and the people holding small baskets were more likely to choose the candy over the healthy items than the people shopping with carts. So, when a grocery store provides you with a convenient basket, you might just end up buying more than you expect.

另一項有趣的調查是向購物者提供一張清單，上面列有水果等健康產品，也有糖果商品，與用購物車的人相比，提着小購物籃的人更願意選擇糖果而不是健康產品。因此，當一個雜貨商店爲你提供了一個方便的購物籃時，你最終買到的東西可能會比預想的更多。

ing an Item May Influence You To Buy It

5.手握商品：購買原因

Beautiful and colorful displays in advertising are common, but customers are often warned that they shouldn't touch the merchandise for fear of having to buy it if something is accidentally broken. Interestingly, touching an item could actually have a positive effect on the likelihood that someone might make a purchase. According to research conducted by scientists at Ohio State University and Illinois State University, holding an item for just a few minutes could make someone more likely to buy something.

廣告宣傳中常見華麗多彩的陳列品，但消費者往往會被警告不許觸碰商品，唯恐一不小心碰壞了自己就得買下來。有趣的是，觸摸商品事實上可能會對人們的購買意願產生積極影響。俄亥俄州立大學與伊利諾伊州立大學的學者進行了一項研究，結果表明，把商品拿在手裏幾分鐘可能會讓人更想購買。

An article published at Ohio State University revealed that people who held an item for just a few seconds could form an emotional attachment to it. This attachment formed even if the object was something banal like a coffee cup. Apparently, a feeling of actual ownership of an item can occur after holding it for about 30 seconds. The results of this study show how essential retail stores are to companies who haven't yet given up their “brick and mortar” stores for a fully online existence despite the incredible popularity and growth of internet shopping.

在俄亥俄州立大學發表的一篇論文中稱，人們把產品拿在手裏幾秒鐘，就會對它產生一種情感依戀。即使是對一些平常的物件，比如咖啡杯，也會形成這種依戀。顯然，把一件商品拿在手裏30秒鐘，可能會產生一種實際擁有它的感覺。這項研究的結果表明，儘管網上購物急速普及和發展，但對於那些沒有放棄“實體”店鋪專營網店的公司來說，零售商店是多麼重要。

In the realm of marketing, this concept is called “multisensory design,” and it's part of a style of marketing known as tactile marketing. This idea is influenced by a variety of scientific specialties including cognitive neuroscience and psychology, which help marketers create unique advertising campaigns that may not only influence the design of a product, but even the design of its packaging. When creating an advertising campaign that features tactile marketing, touch is often combined with sight and sound to utilize multisensory design. A product that looks good, sounds good, and feels good offers an unbeatable advantage for a business looking to convince a buyer to make a purchase.

在營銷領域，這一理念被稱爲“多感官設計”，是觸覺營銷的一部分。這個概念受多個學科的影響，包括認知神經學和心理學，它不僅會影響產品設計，甚至還會影響其包裝設計，可以幫助營銷者打造獨一無二的廣告活動。在設計以觸覺營銷爲特點的廣告活動時，爲了利用多感官設計，通常會將觸覺與視覺、聽覺結合。一件產品悅目、悅耳又悅心，那麼商家就有了一項無可比擬的優勢，能夠說服顧客掏腰包。

rtisers Use Special Packaging to Make You Buy More

4.特殊包裝：銷量之光

Participants were offered a variety of drink menus with varyingly sized drinks on them ranging from 12 ounces to 32 ounces. When a menu with bundles of small drinks was offered, participants ordered more ounces in total than they did when presented with the single, larger sizes. The researchers conducting the study concluded that reducing the size of sodas or other unhealthy items for the purposes of reducing overall soda consumption could have the opposite effect and encourage people to buy more ounces in the long run.

有項研究，在參與者面前有份飲料清單，飲料的大小在12盎司到32盎司不等。面對含有成捆小份飲料的清單，參與者訂購的飲料總量比單獨大份的飲料更多。研究者總結，爲了減少汽水的消耗總量而減少汽水或其他不健康飲料的尺寸大小，結果會適得其反。因爲從長遠來看，減少飲料尺寸大小的做法會促使人們購買飲料總量上升。

Soda manufacturers are already using this technique to boost sales. Soda and alcohol manufacturers like Coca-Cola and Heineken are offering small versions of their regular drinks. A recent statement made by Heineken revealed a dramatic increase in sales of their small cans. In fact, sales were so good that the growth of that size was outperforming growth in all other areas. Despite efforts in some cities, like New York City, to ban the sale of drinks over a certain size, companies can simply use the tactic of bundling smaller sizes while also enjoying a boost to overall sales.

汽水製造商已經使用這種方法來促進銷售量了。汽水製造商和酒精製造商，如可口可樂公司和喜力公司都提供了一種比常規包裝要小的飲料酒水。喜力公司最新報告顯示，小瓶飲料使銷售額急劇增加。事實上，這種小瓶飲料的銷售額的增長，遠遠超出其他銷售領域的增長。儘管在像紐約這樣的一些城市，已嘗試禁止銷售超過一定規模的飲料。但是一些公司只要實行簡單的捆綁消費，就可以享受整體銷售的提高。

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