你抵抗住了超市的“诱捕”吗？

How do supermarkets tempt you to spend more money?

你抵抗住了超市的“诱捕”吗 ？

When supermarkets first opened in the UK people were afraid to pick up items and put them in their trolley for fear of being told off. Now we have the opposite problem：

we can’t stop ourselves from picking stuff up.

英国刚开超市的时候，人们不太敢把商品放进自己的手推车里，害怕被指责。然而如今人们走到了另一个极端：在超市里买到停不下来。

The average UK shopper makes 221 trips to the supermarket every year, giving us ample opportunity to buy food we don't need, but why do we do this?

英国人平均每年要去221趟超市，这让人们有充足机会去购买其实并不需要的商品提，但是究竟为什么我们要买买买呢？

To understand, you must step into the meticulously managed marketing zone that is a supermarket, where millions have been invested into figuring out how to get you to buy more.

要明白这一点，你必须走进超市——这个被精心管理的销售区域，在那里，数百万投资用于研究如何让人们买得更多。

The layout of a supermarket can encourage extra purchases. Have you ever stood in a queue at the till when a chocolate bar started sweetly calling your name? Some supermarkets place sweet treats and magazines at the till to encourage impulse buys. This tactic works particularly well on children who use ‘pester power’.

超市的布局能够刺激“额外消费”。你是否曾在收银台排队时看到巧克力向你甜甜地招手？许多超市把甜食和杂志放在收银处来鼓励冲动消费。这个策略在“不买不罢休”的孩子们身上尤为有效。

A nationwide survey shows that 83% of parents have been pestered by their children to purchase junk food at supermarket tills and 75% have given in and bought junk food.

一个全国调查显示，83%的家长曾在收银处被孩子缠着买垃圾食品，而其中75%的家长屈服了。

Have you popped to the supermarket to buy a pint of milk and come home with five full carrier bags? Some supermarkets put essentials, such as milk and bread, far away from the entrance. This means you pass countless special offers and tempting displays.

你有没有过去超市买瓶牛奶，最终却“满载而归”的经历？许多超市将像牛奶、面包这样的生活必需品放在远离超市入口的地方，使你不得不穿过无数具有诱惑力的商品。

The essentials are also placed far away from each other. Sometimes eggs are hidden in store. This egg hunt makes you travel through the supermarket. More time spent in the supermarket equals more time to spend money.

生活必需品相互之间也往往相隔很远。有时鸡蛋甚至会被藏在货柜间，要寻找鸡蛋就得在超市里逛来逛去。逛的时间越长，往往花钱就越多。

Promotions and special offers generally take place at the end of aisles as these areas have high visibility. In fact we have become so conditioned to expect bargains at the end of aisles that people are 30% more likely to buy items at the end of the aisle than in the middle.

促销和特别优惠常常被安放在过道首尾这种容易看见的地方。事实上，我们已经习惯于这种安排，人们在过道首尾购买商品的可能性要比在中间高30%。

Fresh fruit and vegetables are often at the front of the supermarket. This doesn’t make sense for consumers as these items are likely to get bruised. However, buying healthy foods puts shoppers in a good mood and may make them feel better about buying less healthy foods later on.

新鲜的水果和蔬菜通常被摆放在超市的前部。这对消费者来说并不是很合理，因为它们很容易被碰倒摔坏。但是，对超市而言，购买健康食品能使购买者心情愉快，接下来就可能买更多没那么健康的食品。

We all love a bargain; our brains even experience pleasure at the prospect of a bargain. Data from Kantar Wordpanel suggests that 40% of groceries in the UK are sold on promotion, but are consumers really getting a good deal?

我们都爱促销；我们的大脑甚至会因为可能可以促销而感到快乐。凯度消费者指数显示英国40%的商品都参加促销活动，但是消费者们真的占便宜了吗？

Paying £4 for two cakes priced at £2 individually is not a bargain, it's just arithmetic. But if the individual price of the cake was increased to £3 before a multi-buy promotion, the £4 price would seem like a sweet deal.

花4英镑买两个单价2英镑的蛋糕只是算数而已，没有给你便宜。但如果蛋糕单价涨到3英镑，那么多买促销就形成了，4英镑2个看起来变得十分合算。

Supermarkets sometimes show some products in kilograms and others in grams, making it difficult to compare prices.

超市有时会把一些产品按千克计价，而把另一些按克计价，使得人们很难比较价格。

Most consumers only know the price of about 20 essential items, which are referred to as 'known value items'. These items are often sold at a loss. Often other items have high mark-ups.

许多顾客只知道20种基本物品的价格——它们被称作已知价值物品。这些商品通常亏本出售，但消费者察觉不到的是，通常其他商品会定价很高。

Smell is strongly linked to memory, making it a potent marketing tool. In supermarkets, smells evoke pleasurable memories, which encourage impulse buys. Smelling freshly baked bread in a supermarket may trigger a memory of a bakery in France – and next thing you know you've bought six croissants.
嗅觉与记忆密切相关，使之成为一种潜在的营销工具。在超市里，气味能唤起愉快的记忆，刺激冲动购物。超市里刚烤好的面包的香气可能使你想起法国的一家美味面包店——下一秒你就发现你买下了六个牛角面包。

Supermarkets are a feast for the eyes, with colourful foods and promotions as far as the eye can see. Supermarkets place premium products at eye level. Children’s cereal may be placed on low shelves, at their eye level, leading to them using ‘pester power’ to get their parents to spend more. Studies have shown that if you make eye contact with a character on a cereal box you are more likely to feel connected to the brand and prefer it over other brands.

超市也是一场视觉盛宴，目光所及处尽是五花八门的商品和促销活动。超市把优质商品放在视线水平处：儿童谷类食品放在低柜台上，让孩子们一眼看到，好缠着家长买。研究表明当你和谷物盒子上的角色眼神接触后，你会感觉和这个牌子产生某种联系，莫名地偏爱它。

The music playing in a supermarket could affect your shopping habits. Slow music encourages a person to spend longer in supermarkets, which means they buy more.

超市里播放的音乐能够影响你的购物习惯。慢节奏的音乐会使你在超市里逗留更久，从而买的更多。

Some supermarkets use smaller floor tiles in areas with expensive items to give the illusion of fast movement. As you notice the clicking of the trolley wheels becoming faster, you instinctively slow down.

一些超市在摆放贵重商品的区域铺上小一点的地砖，以给人们走的很快的错觉。当你发现你的手推车移动发出的咔嗒声变快时，你会本能地放慢速度。

Music may also affect what you buy. Studies have shown that when classical music is playing in a wine shop people buy more expensive wine. They also find that French music leads to French wine outselling German wine and vice versa.

音乐同样会影响你买什么。研究表明人们会在播放古典音乐的酒庄里买更多昂贵的葡萄酒。他们还发现播放法国音乐会使法国葡萄酒销量超过德国葡萄酒，反之亦然。

Everybody loves free food; research has shown that 75% of people take free samples when offered. Companies also love free samples; this is because they can massively increase sales.

每个人都喜欢免费的食物，调查显示75%的人会吃免费提供的样品。公司也乐意提供免费样品，因为它们可以大幅增加销量。

Why are free samples so effective? They may be operating at a subconscious level and triggering our deeply embedded instinct for reciprocity. In other words we feel the need to give something back to this smiling person who has just given us free food. Free samples can also pique our appetite, a free bite of chocolate reminds you how good it tastes and encourages you to buy it.

为什么免费样品能这么有效的增加销量呢？可能是它们在潜意识里触发了我们根深蒂固的互惠心理。换句话说，我们觉得我们应该回报这些提供给我们免费食物的人。免费样品还能够刺激我们的食欲，一小口免费的巧克力会让你回味起它的美妙味道，从而让你买下它。

Prepare yourself for your next trip to the supermarket with our tips and tricks to help make sure you only buy what you need.

在你下一趟去超市前，根据我们的建议，先“武装”好你自己，来对抗超市的“诱捕”吧！

No trolley, if you are just going to the supermarket for a few essentials. Studies show that the bigger the trolley you use, the more you buy. Try using a basket if you only need a few items, you are less likely to buy that 5kg bag of rice that's on offer if you have to carry it!

如果你去超市只是为了买一些必需品，那么你不需要手推车。研究表明，你用的手推车越大，你就会买得越多。如果你只买一点东西，用个篮子就够了。如果你必须自己拎着那5公斤的大米，你就不太可能买它了。

A study from Cornell University showed that to make your trolley healthier you should divide it in two with a scarf or jacket and use one half for fruits, vegetables, dairy and meat. This trick causes people to spend more than twice as much of their budget on fruits and vegetables. The idea is that the partition suggests a social norm that individuals try to meet.

康奈尔大学的一项研究表明，为了使你的手推车更健康，你应该用围巾或夹克把它分成两部分，一半区域用来装满水果、蔬菜，另一半装奶制品和肉。这样能使你将预算两倍以上花在水果和蔬菜上。这种观点认为，人们会努力去迎合这种划分带来的某种规范。

文章来源 | BBC

图片来源 | 百度

编译 | 陈雨昕

排版 | 陈雨昕

指导老师 | 刘佳