3.Retail Outlets Use Snobby Staffers to Influence You to Buy
3.员工势力：顾客碰壁？

A pleasant shopping experience isn't always the best way to get people to make a purchase according to some luxury brands. In fact, being rude to customers can actually increase sales, according to research results shared by the University of British Columbia. Originally published in the Journal of Consumer Research, the study was called "Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand," and it showed that ignoring customers or treating them rudely could actually make them spend more money. It's hard to believe that treating anyone rudely would have a positive effect on sales, but there are some conditions that stores have to follow to make this practice a success.
根据一些奢侈品品牌的经验，愉快的购物经历并不总是让人们购物的最好方式。事实上，根据英国哥伦比亚大学的研究我们可以发现，粗鲁地对待客户也可以促进销售。最初出现在《消费者研究》杂志上的一个研究，被称作"魔鬼应该销售普拉达吗？零售业的拒绝能增强高追求客户对品牌的渴望"。研究显示，忽视客户或粗鲁地对待顾客会让他们花更多的钱。对待客户粗鲁，居然能增加销售量，这简直难以置信。但商店必须遵循一些原则，才能使这些做法奏效。

For example, the store must present salespeople who accurately represent the brand cultivated by the store. A company selling luxury clothing would need to utilize employees dressed like what a customer would assume someone would look like when purchasing the company's products. In the movie "Pretty Woman," Julia Roberts' character is treated rudely by a salesperson in a Beverly Hills store who believes she can't afford to shop for expensive clothing. The movie features Roberts heading to another store to buy loads of expensive clothes only to return to the snobby store and rub their noses in it.
譬如，商店的员工必须能准确的体现品牌商店的品位。一个销售高档服装的公司需要利用店员的穿着，让顾客想象如果他们购买了该公司的服装他们看起来会怎么样。在电影《风月俏佳人》里，朱莉娅•罗伯茨遭到贝弗利·希尔斯的一家服装店店员的粗鲁对待，因为店员认为她买不起店里昂贵的衣服。然后，罗伯茨前往另一家服装店买了许多昂贵的衣服，仅仅是为了回到那个势利的店员面前羞辱他一番。
If this occurred in the real world, the aforementioned study means that a slighted customer could actually be inspired to make purchases at the very store where they were treated badly. To an onlooker, this series of events makes absolutely no sense, but the psychology of shopping and spending money apparently means that a pleasant buying experience isn't always the best way to get someone to buy something.
如果这种情景发生在现实生活中，前面提到的研究意味着，轻视顾客反而会促使顾客在态度粗鲁的店里购物。但对旁观者来说，这些事荒谬至极。但是购物和消费的心理显示，愉快的购物经历并不总是让消费者购物的最好方式。

2.Architects Carefully Construct a Buying Environment
2.环境精致：消费舒适

It's not just the packaging and brand design that lures you into a store to buy things. Today's savvy marketers use absolutely every tool at their disposal to convince you to make purchases which means using every sense you have, including your subconscious, to make you stay in the store longer and buy things. One fascinating example of this technique is described in a blog about sales methods that describe how real estate agents will use freshly baked goods to improve the impression a buyer might form about a home.
引你走进卖场血拼的，并不仅仅是精美的商品包装和商标设计。现在精明的商家会想方设法提高顾客的购买欲，调动消费者包括潜意识在内的各项感官体验，尽可能延长消费者在店里停留的时间来促进消费。关于这一销售技巧，一篇博客曾介绍过一个生动的案例，一家房地产商用新鲜出炉的蛋糕为其楼盘做宣传，通过这种方式让客户在他们的房子里感受到家的温暖。
Some retail stores are actually scenting their display racks to smell like citrus and flowers because research suggests those scents will wake you up and encourage you to stroll around the store longer and make more purchases. Further, marketers are also using your sense of sight by creating signs in colors meant to make you feel a certain way. For example, a sign in red might convince you to take part in a sale because of the sense of urgency conveyed by the color red. Retailers even try to make you feel comfortable and willing to negotiate by making the environment more comfortable.
一些店主会给商品喷些带有花香或者柑橘味的香水。有研究表明这些香气能够愉悦人的神经，使人振奋起来，从而留住客人的脚步，让其购买更多商品。更有店铺利用特定颜色的标识来影响顾客的视觉感受，从而影响潜意识促进消费。例如红色能带给给人一种紧迫感，于是一些店铺就用红色的标识来刺激消费者的购买欲望。一些店家还会根据顾客心理营造一个舒适的购物环境，使得他们更乐意浏览商品，甚至有兴致和店主讨价还价。
A car dealership might provide comfortable chairs that will reduce your enthusiasm for driving a hard bargain. Mega retailer Apple directs its employees to leave the notebooks slightly closed to encourage customers to touch and manipulate the computers. Adding touch to the shopping process adds another layer to the traditional shopping environment and increases the likelihood of a purchase. Further, stores also provide music designed to augment their sales efforts. It's why you always hear slow music in supermarkets and up-tempo music in fast food restaurants. Music influences your behavior, just like the things you touch and see in a retail environment.
再比如，汽车代理商在约见客户时也会营造一个轻松的氛围，一把柔软舒适的座椅就能让客户的心情放松下来，避免生硬激烈的价格谈判。大型零售商苹果（Apple）指导其员工将笔记本或者平板电脑轻合，方便顾客触摸和体验苹果产品的高性能。在购物过程中增加商品接触体验机会，也是促进顾客消费的妙法。还有些店铺会播放音乐来影响顾客消费，在大超市里我们总能听到舒缓的音乐，于是放慢脚步悠悠闲逛；而快餐店通常会播放快节奏歌曲，食客们便不知不觉加速用餐。和在商场里看到的，接触到的东西一样，音乐元素也会影响你的购买欲望。

1.Advertisers Use Special Language to Make You Think You're Getting a Deal
1.转换说辞：口惠而实不至

Finding a bargain or sale is exciting for any shopper no matter their socioeconomic status, but the sale you find at your local grocery store isn't always an actual sale. Sometimes it's just flowery language designed to make you think that buying in bulk will save you significant cash. The really sneaky part about these "bargains" is that they don't always save you money, and they encourage you to buy more to take advantage of that imaginary sale. For example, you might see a sale that says "10 for $10," which makes you think it's time to load the cart up with whatever's on sale.
无论社会经济状况如何，逢上降价或者大甩卖人们难免都想凑热闹，但有时候这些降价大清仓往往只是个障眼法，店家花言巧语说买到一定数量就可享受优惠价抑或参与换购之类，令消费者感到省钱划算。这些促销活动的真实意图就是打着虚无的幌子促进消费，而并非诚心替顾客省钱。比方说，有一场"十件十元"的促销活动，你就会认为这是个大好的买入机会，也不管促销品的成色如何，便放开手大肆采购。
What the majority of shoppers don't realize, however, is that you don't actually have to buy 10 of an item to get them for $1 each. If you look closely, the store will usually print the phrase, "must buy 10″ if you actually need to buy the number suggested on the price tag. Retail stores use similar pricing tomfoolery by dropping the dollar sign on prices to make you think something doesn't cost as much as it does. Research published by Cornell's Center for Hospitality Research reveals price formatting impacts sales in restaurants.
然而，大部分顾客都没有考虑过是否真的需要买这么多。若你要参与"十件十元"的活动，那么你仔细看价格标签就会发现，商家通常都会在上面注明"10份起售"。店家会跟顾客玩起无聊的定价游戏，他们刻意把货币符号标在价格牌上极不显眼的位置，让顾客觉得这件商品很实惠。康奈尔酒店研究中心（Cornell's Center for Hospitality Research）发布的一项研究显示，酒店价格格式设计也会影响顾客消费。
By using a number only to denote price rather than a number with a dollar sign, restaurants saw a significant jump in the amount of money customers spent. The style has been adopted by many high-end restaurants, and the typographical choice has been seen as a stylistic decision by many customers. However, the true reason for the modification is due to the subconscious decision by customers to spend more. It's pretty incredible that such a small change would encourage increased spending by customers, but that's just one of the reasons advertisers and marketers are so good at what they do.
单用数字而不加美元这种货币单位来标识价格，则会大幅提高酒店的营业额。高级酒店多采用这种营销手法，而顾客往往将这些印刷上的小把戏误认为是这家酒店的风格。许多高档酒店作出调整的目的就是利用顾客潜意识层面的决定来提高消费。小小变动便能转换顾客的消费心理，真是不可思议。不过这只是精明商人们取得出色战绩的原因之一。
Whether you want to admit it or not, you're being manipulated by companies every time you look at an advertisement, listen to a commercial, or walk into a retail store. You're even being influenced whenever you surf a website or scan a magazine. The advertising industry is smart because it bases its methods of scientific research and evidence. One professor from Harvard Business School says 95% of a buyer's purchasing decision comes from the subconscious. So, it's not just the artistry of the graphic designers, and the jingles thought up by songwriters that get you to buy more.
不管承认与否，每次看到广告片、听到广告宣传或者进入商店，实际上你的心理已被商家所左右了，在网上逛购物网站、看杂志也不例外。现在的广告业有科学的研究和数据做基础，几乎无缝不钻。哈佛商学院（Harvard Business School）的一位教授称顾客95%的消费行为都是受潜意识驱使。因此，也并非真是休闲的购物环境或音乐影响你的行为，潜意识才是驱动你的最大因素。
Advertisers use every sense you have, as well as your incredibly malleable subconscious to convince you to buy things, and they're very successful at what they do. Even with the knowledge of how advertisers work their magic, it's hard to resist being influenced by your subconscious. The next time you stroll through a grocery store, will the ambient music, special lighting, and product displays win you over?
广告商们充分调动消费者的每一个感官，利用潜意识的可塑性，继而引导消费。这一点，他们干得太漂亮了。消费者即便了解这些营销战术，也难以避开潜意识的驱动。现在，知道了这些秘密手段，当你下次在商场闲逛的时候，那些曼妙的音乐、绚丽的灯光及精致的商品陈列还会勾起你的购物欲吗？

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