十个"诱"你购买商品的广告技巧(2)

rtisers Design Anthropomorphic Products

7.拟人产品：拉近距离

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.

拟人化是广告商诱使你买东西的极好办法。这个词的意思很简单，就是赋予静物以人类的特性。这一概念之所以能够影响产品设计，是因为一旦消费者与某种商品建立了个人联系，那他购买的可能性就会大大增加。不管是一罐汽水还是一个床单，商品拟人化都能使其与消费者更好地联系起来。在《连线》（Wired）杂志的一篇文章中，社会心理学家瑞克•拜仁（Rick Baaren）和马泰斯•万•莱文（Matthijs van Leeuwen）就很好地诠释了拟人化这一概念。

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.

心理学家表示，人们所做的很多选择都是基于潜意识而非理性动机，因此，广告所蕴含的潜在信息很容易吸引受众。其实，人们在很小的时候就开始接触拟人化广告，比如做成卡通人形的毯子和儿童装饰。成年以后，消费者仍会像小时候一样，与诸如家居清洁产品或小车之类的静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.

人与静物交流，听起来有点不可思议，但是只要想想小孩子对玩具，尤其对人形玩偶或者洋娃娃爱不释手就明白了。一旦有人把玩具拿走，他们的情绪反应会非常强烈。我们作为成年人，也会对一些静物产生类似的情绪，仿佛清洁剂是我们的挚友，而烤肉则是我们大学时代的老伙伴。

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

6.购物小篮：购物没完

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.

建议专栏里都是教你在杂货店少花钱的方法，其中最普遍的建议就是在购物时使用小手提篮而不是手推车。这个“好方法”的原理在于，篮子的空间更小，放不下太多商品，这样你就会买得更少。然而，这似乎是个馊主意，因为最新的研究显示，当你在杂货商店选择使用小购物篮时，完全会事与愿违。《时代周刊》刊登了这项欧洲研究的成果，研究表明，购物者在使用小购物篮时会做出一些相当糟糕的决定。

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.

这项研究最令人不可思议的就是，为什么我们在使用小购物篮时会买得更多。显然，提着一个篮子又重又不方便，导致我们在购物时不经过慎重思考，便匆忙做决定。相比推着购物车，提着一个沉甸甸的篮子，购物者购买糖果和汽水之类商品的可能性会更大一些，因为购物车可不会让人的肌肉紧张。这是研究人员进行多项调查后所得出的结论。其中第一项便是观察用购物车和购物篮进行购物的人，以及他们选购的商品种类。

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.

另一项有趣的调查是向购物者提供一张清单，上面列有水果等健康产品，也有糖果商品，与用购物车的人相比，提着小购物篮的人更愿意选择糖果而不是健康产品。因此，当一个杂货商店为你提供了一个方便的购物篮时，你最终买到的东西可能会比预想的更多。

ing an Item May Influence You To Buy It

5.手握商品：购买原因

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.

广告宣传中常见华丽多彩的陈列品，但消费者往往会被警告不许触碰商品，唯恐一不小心碰坏了自己就得买下来。有趣的是，触摸商品事实上可能会对人们的购买意愿产生积极影响。俄亥俄州立大学与伊利诺伊州立大学的学者进行了一项研究，结果表明，把商品拿在手里几分钟可能会让人更想购买。

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.

在俄亥俄州立大学发表的一篇论文中称，人们把产品拿在手里几秒钟，就会对它产生一种情感依恋。即使是对一些平常的物件，比如咖啡杯，也会形成这种依恋。显然，把一件商品拿在手里30秒钟，可能会产生一种实际拥有它的感觉。这项研究的结果表明，尽管网上购物急速普及和发展，但对于那些没有放弃“实体”店铺专营网店的公司来说，零售商店是多么重要。

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.

在营销领域，这一理念被称为“多感官设计”，是触觉营销的一部分。这个概念受多个学科的影响，包括认知神经学和心理学，它不仅会影响产品设计，甚至还会影响其包装设计，可以帮助营销者打造独一无二的广告活动。在设计以触觉营销为特点的广告活动时，为了利用多感官设计，通常会将触觉与视觉、听觉结合。一件产品悦目、悦耳又悦心，那么商家就有了一项无可比拟的优势，能够说服顾客掏腰包。

rtisers Use Special Packaging to Make You Buy More

4.特殊包装：销量之光

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.

有项研究，在参与者面前有份饮料清单，饮料的大小在12盎司到32盎司不等。面对含有成捆小份饮料的清单，参与者订购的饮料总量比单独大份的饮料更多。研究者总结，为了减少汽水的消耗总量而减少汽水或其他不健康饮料的尺寸大小，结果会适得其反。因为从长远来看，减少饮料尺寸大小的做法会促使人们购买饮料总量上升。

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.

汽水制造商已经使用这种方法来促进销售量了。汽水制造商和酒精制造商，如可口可乐公司和喜力公司都提供了一种比常规包装要小的饮料酒水。喜力公司最新报告显示，小瓶饮料使销售额急剧增加。事实上，这种小瓶饮料的销售额的增长，远远超出其他销售领域的增长。尽管在像纽约这样的一些城市，已尝试禁止销售超过一定规模的饮料。但是一些公司只要实行简单的捆绑消费，就可以享受整体销售的提高。

审校:假微信 校对:落花生 编辑:Freya然