什么是“左位數(shù)效應(yīng)”？

去超市買東西的時(shí)候，標(biāo)價(jià)2.99元的商品似乎總是比3元的商品受歡迎。市場(chǎng)銷售圈的人管這叫“左位數(shù)效應(yīng)”。說的是，人們購物時(shí)只關(guān)注價(jià)簽最左側(cè)的數(shù)字，只要這個(gè)數(shù)字在自己承受范圍之內(nèi)，后面的數(shù)字就不會(huì)太在意了。

A new study, published in the latest issue of the Journal of Consumer Research, shows that an occurrence known by marketers as the “left-digit effect” drastically influences the choices that people make while buying various items. Simple experiments have proven that too little attention is paid to the digit on the right hand side of a price tag. For instance, people would rather buy something that is priced at $3.99 than those priced at $4.00. In actual stores, this is encouraged, as producers and managers have the final two numbers of the price printed with much smaller fonts than the first one or two.

最新一期《消費(fèi)者研究雜志》發(fā)表的一份研究顯示，一種被市場(chǎng)推廣人員稱為“左位數(shù)效應(yīng)”的現(xiàn)象很大程度上影響人們購物時(shí)的決定。實(shí)驗(yàn)證明，人們?cè)谫徫飼r(shí)對(duì)價(jià)簽上小數(shù)點(diǎn)右側(cè)的數(shù)字并不是太在意。例如，人們更愿意購買標(biāo)價(jià)為3.99美元的商品，而不選擇4美元的商品。這種現(xiàn)象在實(shí)體商店中也得到進(jìn)一步放大，商家打出的商品價(jià)格中，最后兩位數(shù)字印得明顯比前兩位數(shù)字小很多。

“Shoppers pay a disproportionate amount of attention to the leftmost digits in prices and these leftmost digits impact whether a product's price is perceived to be relatively affordable or expensive,” the study says.

該研究指出：“消費(fèi)者大部分的注意力都放在商品價(jià)格最左側(cè)的數(shù)字上面，而這些數(shù)字決定了該商品價(jià)格是否在可承受范圍之內(nèi)。”

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（中國日?qǐng)?bào)網(wǎng)英語點(diǎn)津 Helen）

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