Why You Buy为什么你买

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Article source: http://www.collegecentral.com/ . 文章来源： http://www.collegecentral.com/ 。 Used with author's permission. 用作者的许可。

Behavioral economics is a new science that sheds light on some of our most important decisions.行为经济学是一个新的科学揭示了我们的一些最重要的决定。 It is the study of how and why people make money-related choices.它是研究如何和为什么人赚钱的选择。 Here are some of the things the studies have shown thus far:以下是一些事情的研究表明迄今：

Decision Paralysis 决策麻痹

One study showed that customers spent more when given four samples of jam to taste than when they had twenty to choose from.一项研究表明，客户花了4时给予的样品果酱味道比当他们第二十三选择。 Too many choices seemed to lead to an inability to decide.太多的选择似乎导致无法作出决定。 Limiting options may be a useful sales technique, according to this research finding.限制选项可能是一种有用的销售技巧，根据这一研究结果。

Sunk-Cost Fallacy 沉没成本谬误

People are more likely to attend an event if they paid for the ticket than if they got it free, even with the same information and interest.人们更有可能参加一项活动，如果他们支付了门票，如果他们超过了它自由，即使有相同的信息和利息。 The money is spent, and logically has no relevance to the decision, but this phenomena of behavioral economics persists even when this is pointed out.钱是花，并在逻辑上已经没有意义的决定，但这一现象的行为经济学仍然存在，即使这是指出。 Aren't most of us going to feel worse throwing away a ticket we paid for?不是我们大多数人会感到更糟扔掉车票，我们支付？

The applications are obvious, if you look.的应用是显而易见的，如果你看看。 Perhaps, for example, rather than giving away tickets to "get rich" seminars, the organisers would get better attendance by selling their "$100" tickets for $3.也许，例如，而不是放弃门票“先富起来”的研讨会，主办机构将获得更好的销售出席其“ 100元”门票3美元。 Just having paid something makes people more likely to attend.只要有付出的东西使人们更容易参加。

Confirmation Bias 确认偏误

We tend to act economically in a way that confirms our current beliefs.我们倾向于采取经济的方式，证实了我们目前的信仰。 When negotiating to buy the exact same model of Mecedes, for example, current owners, who presumably already believe in the value of a Mercedes, pay $7,000 more, on average, than new Mercedes customers.当谈判购买完全相同Mecedes模式，例如，目前的业主，谁大概已经相信的价值，奔驰，支付$ 7000以上，平均比新奔驰客户。 I'm sure you can imagine the value of this knowledge to companies that sell high-priced items.我敢肯定你能想象的价值，这方面的知识，以公司，出售高价物品。

Extremeness Aversion 极端厌恶

People seem to instinctively avoid extremes, according to the research.人们似乎本能地避免走极端，根据研究工作。 Given a choice of televisions costing $300, $500, and $700, for example, not many buy the $700 one.由于选择的电视机成本300美元， 500美元和700美元，例如，没有多少购买一个700美元。 Add a $1200 television to the choices, however, and more will then buy the $700 one, because it is no longer the most expensive one.新增$ 1200电视节目的选择，然而，更多的将购买700美元，因为它不再是最昂贵的一个。

In the information coming from these studies, you'll find much to help your sales and marketing efforts right now.在未来的信息从这些研究中，你会发现很多帮助您的销售和市场营销的努力现在。 You can also learn enough to protect yourself as a consumer.您还可以了解不够保护自己作为一个消费者。 For more on behavioral economics, watch for "Why You Buy, Part Two."欲了解更多关于行为经济学，手表的“为什么你买，第二部分。 ”

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