A new study suggests that just fingering an item on a store shelf can create an attachment that makes you willing to pay more for it.一項(xiàng)新的研究表明，只要用手指觸摸過貨架上的商品就能使你產(chǎn)生一種依戀感，從而愿意掏更多的錢買下它。
Previous studies have shown that many people begin to feel ownership of an item--that it "is theirs"--before they even buy it. But this study, conducted by researchers at Ohio State University, is the first to show "mine, mine, mine" feelings can begin in as little as 30 seconds after first touching an object.以前的研究認(rèn)為，許多人甚至在購買某件商品前就開始產(chǎn)生“這是自己的”擁有感。但這項(xiàng)由俄亥俄州立大學(xué)研究者們進(jìn)行的研究第一次發(fā)現(xiàn)：“我的、我的、我的”的感覺會(huì)在首次觸摸商品后短短30秒內(nèi)產(chǎn)生。
Participants in the study were shown an inexpensive coffee mug, and were allowed to hold it either for 10 seconds or 30 seconds. They were then allowed to bid for the mug in either a closed (where bids could not be seen) or open (where they could be seen) auction. The participants were told the retail value of the mug before bidding began.該研究向參與者展示了一只價(jià)格普通的咖啡杯，允許他們手持10秒或30秒，然后在隱匿競標(biāo)（標(biāo)價(jià)對(duì)其他競買者保密）或公開競價(jià)（報(bào)價(jià)對(duì)所有競買者公開）中對(duì)其進(jìn)行競價(jià)。競價(jià)之前，參與者被告知了這只杯子的零售價(jià)。
The study found that on average, people who held the mug for longer bid more for it. In fact, people who held the mug for 30 seconds bid more than the retail price four out of seven times.該研究發(fā)現(xiàn)，一般而言，持杯時(shí)間長的人會(huì)愿意多付錢。事實(shí)上，持杯30秒的人在七次報(bào)價(jià)中有四次高于零售價(jià)。
"The amazing part of this study is that people can become almost immediately attached to something as insignificant as a mug," said study leader James Wolf. "By simply touching the mug and feeling it in their hands, many people begin to feel like the mug is, in fact, their mug. Once they begin to feel it is theirs, they are willing to go to greater lengths to keep it."研究組長詹姆斯?沃爾夫稱：“這一研究的驚人之處在于，人們幾乎會(huì)立刻產(chǎn)生出對(duì)杯子這類無關(guān)緊要的東西的依戀感。只要摸一摸，在手里感覺一下，許多人就會(huì)開始覺得那個(gè)杯子其實(shí)是他們自己的。一旦開始有這種感覺了，為了擁有它，他們愿意加倍努力。”
Retailers have been using the try-then-buy tactic for years, said Wolf, who is now an assistant professor of information systems at Illinois State University. For example, car dealers routinely send prospective buyers out on test drives, and pet shop owners encourage people to play with the puppies in the window.現(xiàn)任伊利諾伊州立大學(xué)信息系統(tǒng)助理教授的沃爾夫說，一直以來，零售商們都采用先試再買的策略。例如，汽車經(jīng)銷商通常會(huì)讓潛在買主試駕，寵物店老板鼓勵(lì)人們和櫥窗里的小狗玩耍。
Understanding the attachment this tactic can create could make consumers aware of their own susceptibility, Wolf said.沃爾夫說，了解這種策略會(huì)帶來的依戀感可以讓消費(fèi)者意識(shí)到自己易受外界左右。
（英語點(diǎn)津Jennifer編輯）
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