Cool Ways Advertising Executives You Into Buying Things: Top 10 Advertising Tricks and Techniques
十大广告技巧：广告有妙招，引你把钱烧。
Advertisers are sneaky tricksters who get you to think, see, and buy things without you ever even knowing you've been deftly manipulated into making a purchase. For more than a century, the art of product placement, graphic design, and subliminal messages have convinced us to buy more than we ever intended and to spend more than we ever wanted. The popular television show “Mad Men” presented a romanticized view of the advertising world, but the steps advertisers take are often grounded in scientific research.Those advertisers aren't just guessing and making things up when they're convincing you to buy. They're using tried-and-true and proven methods to trick you. They use everything they can from manipulating the visual design of their products to creating special retail environments designed to convince you to buy something when you never even intended to take your wallet out of your pocket. Here are some of the coolest ways advertisers work their magic on you.
广告商都极擅花言巧语。他们让受众脑子里惦着、眼睛里看着，直到钱包空了，才反应过来——“哦，被购物了”。一个多世纪以来，广告商在产品要如何摆放、平面要如何设计、潜意识信息要如何传递等方面都费尽心思。如此考究，无非是让顾客掏更多的钱，把更多的东西搬回家。《广告狂人》（Mad Men）是一部备受欢迎的电视剧，它为剧迷们呈现了一个美图秀秀后的广告圈，但片中广告人所采用的那些手段还是有科学依据的。那些广告商绝不仅是依靠猜测或编造故事来说服顾客购物的。他们还采用实践证明法，试错法等方法来“等君入瓮”。从提升产品视觉效果到营造个性的销售氛围，他们竭尽所能，让顾客心甘情愿掏钱包，将那些原本压根没打算采购的物件搬回家。以下介绍几种超有范儿的广告魔术。

10.Advertisers Confuse and Bewilder You Into Buying
10.混淆视听：购买之功

If you look at the layout of a grocery store with a critical eye, you might think that a team of monkeys decided where to place products. However, it's no accident that you can never find anything in a grocery store. Companies know that if you're focused while you shop, you'll be less likely to make impulse buys or make purchases you didn't intend to make while wandering the aisles of the store. Imagine that you're trying to find a can of beans, and you walk into the canned vegetable aisle to find them.Grocery stores can place certain foods in aisles where you'd never expect them, and your search for that special item often comes with an additional purchase you never intended to make. Maybe you noticed the tortillas were on sale while trying to find the canned corn and decided to buy a bag. To further confuse you into buying more than you intended, stores will also create interruptions designed to make you forget about finding a great deal on something.
你在商店的陈列柜前驻足，用挑剔的眼光审视着每一件展品，心里默想：这摆放怎能如此杂乱无章。其实，在店里买不到自己心仪的物品很正常。商业公司认识到，若顾客太过于专注购物本身，则会减少因漫步商店走道而产生的“冲动消费”，抑或是“计划外消费”。试想，你正走在罐头蔬菜区，打算采购一罐豆子。商家就会在走道两侧摆放一些食品，这让你吃惊不已，因为你从未想过走道两侧也能用于商品展示，而你在搜寻特定目标的时候，可能不知不觉就往手推车里放了其他东西。在采购玉米罐头时，你一眼瞄到了墨西哥玉米饼，便顺手带了一包。商家为了达到“迷人眼”的效果，还会使出浑身解数来分散你的注意力，“哄”得你不仅将“只买对的，不买贵的”的初衷抛之脑后，还变身“购物狂”，大肆采购。
A study conducted at Stanford University found that people who were interrupted when engaged in a task were more likely to engage in “risk-taking” than an individual who was allowed to conduct their business in peace. As far as buying is concerned, this risk-taking comes in the form of buying the product you were considering before you were interrupted even if it was more than you wanted to pay. Rather than remembering to get that calculator out, you forget that you didn't actually check to see whether the large can of corn was a better deal that the small can.
斯坦福大学的一项研究显示，工作中受到干扰的人，相较于那些不受干扰的人，更敢于承担风险。就购物而言，“承担风险”体现在，消费者在购物中断前即已买到钟意物品，即便物件价格远超你预想。你正顾着采购，且不亦乐乎，把用计算器核算那点儿事早忘得一干二净；此时的你已经忘了，自己其实并没有比对出，大小两种玉米罐头究竟哪一种更为合算。

9.Salespeople Mimic You to Make You Spend More
9.投君所好：意在钱包

Did you grow up with a younger sibling who used to mimic your every movement just to annoy you? Or, were you the sibling who liked to annoy your brother or sister by mimicking their movements, speech, and tone of voice? Well, apparently those simple gestures and mimicry could get you a job as a salesperson because of how mimicked behavior influences a person's decision to buy something. A study published in the Journal of Retailing and Consumer Services found that forming personal bonds between shoppers and salespeople was an effective way of increasing sales.
你是否有小弟或小妹，模仿着你的一举一动，让你不胜其烦？又或是，你从行为、言论甚至是声调都在模仿着你的哥哥姐姐？模仿行为将影响顾客是否决定购买产品；通过一些简单的手势以及适度模仿，你就能成为一名销售员。《零售及消费者服务》（Journal of Retailing and Consumer Services）杂志发表的一份研究称，在顾客与雇员之间形成人际互动，不失为提高销售量行之有效的方法。
The experiment featured four salespeople in a retail store who were told to mimic customers to see if that behavior could influence a person's decision to buy something. Not only did mimicking customers ensure a higher overall sales rate, but the experiment also showed that people became more susceptible to a salesperson's suggestions. Further, the customers were even likely to give the store and its salespeople high marks when evaluating their buying experience. This study built upon previous research that suggested people were more comfortable buying from salespeople who were very like themselves.
该实验在一家零售店挑选了四位销售员，让她们模仿顾客的言行，从而了解销售员的行为举止，是否会对顾客的消费决定产生影响。实验的结果显示：模仿顾客的确能提高整体销售率，且销售员所给建议更易为顾客所接受。更有甚者，顾客在对消费体验进行评价时，会给这家店及雇员打出更高的分数。此前一项调查显示，若雇员与自己有着极高的相似度，则顾客购物舒适度将会更高。上述实验就是以该调查为基础而展开的。
So, for example, a store selling clothing meant for a female demographic around ages 40 to 60 might hire saleswomen in that age range to improve the likelihood of a personal bond developing between the customer and the employee. Other research has even showed value in physical touch during the sales process, but only from female sales associates. A tap on the shoulder or a gentle nudge on someone's back could lead to higher sales or more money spent. Like mimicry, tactile touch also improved a customer's opinion of the store after making a purchase.
因此，我们打个比方，若一家服装店的目标群体为40至60岁的女性顾客，那么该店就会雇佣相应年龄的销售员，以提高顾客与雇员之间的人际互动。另一份研究显示，女性销售员在推销过程中与顾客所产生的肢体接触会产生不错的效果。如拍拍肩膀、轻推背部，都会让顾客花更多的钱，买更多的东西。同模仿一样，肢体接触也会提升顾客购物后，对商家的好感。

8.Advertisers Prey on Your Feelings with Round Numbers
8.偏爱整数：广告商机

There's a good chance you know someone who always has to have everything organized and neat, and they probably hate messes and leaving things out of place. Maybe this describes how you feel, and you hate it when things look messy. Overall, it would appear that many of us have these same feelings when it comes to rounded numbers and shopping. It's very common for consumers to look for the lowest price on a product, but the results of a study aspublished by Science Daily revealed that people actually have feelings regarding prices with rounded numbers.
你身边一定有这样的人，他们讨厌东西杂乱无章、乱丢一气，总是把每样东西安排得井井有条、整整齐齐。也许这恰恰说得就是你。谈到整数和购物的时候，很多人似乎都深有同感。一般来说，消费者购物时总希望物美价廉，但是《科学日报》（Science Daily）发表的一项研究表明，人们其实更喜欢整数的标价。
Originally published in the Journal of Consumer Research, the study showed that consumers were actually drawn to rounded numbers on prices when a purchase was “feeling” based rather than one based on research. For example, buying a birthday present for someone and seeing a price of $100 rather than $96.78 would make someone more likely to make a purchase. On the other hand, a price with odd numbers in it would encourage a buyer to think about the price more and make a more informed decision as to whether it was a good buy or whether they could find a better deal somewhere else.
这项研究最初发表于《消费者研究》杂志（Journal of Consumer Research）。研究显示，如果是凭感觉消费而不是经过一番调查比对的话，消费者实际上更容易被整数价格所吸引。例如，给人买生日礼物的时候，比起96.78美元，人更愿意购买标价为100美元的礼物。相反，如果价格是奇数的话，消费者可能就会考虑价格是否划算、在别处买会不会更便宜，然后做出更明智的决定。
This study isn't the only one to find that even the smallest changes in price can have a big impact on the likelihood that someone would make a purchase. In fact, studies have shown that increasing the price on a product can make people think it's worth more even though no actual change was made to the product. From all accounts, humans notice even the smallest changes in price, but it's not always a price in the downward direction that makes someone decide a product is an appropriate purchase.
除此之外，还有很多研究发现，即使很细微的价格变动也能对消费者产生很大的影响。事实上，研究表明，尽管产品本身并没有发生实质性改变，但提高价格会让人们觉得产品内在价值有所提升。总的来说，哪怕很小的价格变化，消费者都能注意到，但并不是只有降价产品才会让人觉得值得购买。

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