商家们让你无法抗拒的促销绝招

The road to the mall may be paved with good intentions, but retailers know just how to get inside that part of your brain that yells, 'Buy me!' And this holiday season, they're rolling out more tricky marketing strategies to encourage recession-scarred shoppers to spend. 'Shoppers are dealing with a whole new arsenal of tricks,' says Kit Yarrow, a professor of psychology and marketing and Golden Gate University in San Francisco.

Merchants have always used marketing tricks and rotating sales to encourage consumers to open their wallets, but this year, they're pushing every psychological button they can, retail experts say. Competition for shoppers, plus a tepid holiday shopping outlook, means retailers are doing whatever they can to attract deal-hunting consumers' attention ─ all in an effort to entice them into spending more than they'd planned. That means adding worry-inducing purchase limits to indicate scarcity, promising free gifts to shoppers who spend just a little more, and offering rewards today to redeem later just so people will come back to the store.

These strategies work in part because they tap into hard-wired behaviors that go back to our days in caves. Long before we were confronted with half-off Merino turtlenecks or buy-one-get-one-free smartphones, we learned to stockpile in the event of shortage and to compete for scarce resources, psychologists and neuroscientists say. The stakes are considerably lower when you shop, but studies have shown our brains react similarly nonetheless. The effectiveness -- and proliferation -- of these mind games are a big part of the reason you're apt to look back and wonder why you thought that buying three itchy sweaters for $50 or a $200 no-name television was such a good idea.

Get to know these seven hidden triggers, and next time you go shopping you can look at retailers' pitches with a more critical eye -- and maybe avoid blowing your budget:

'Shop today and save 50% next week.'

Aimed at: Your best intentions.

Why you fall for it: The promise of bigger savings in the future appeals to people who think they can game the system, says Lars Perner, an assistant professor of clinical marketing at the University of Southern California's Marshall School of Business. You figure on buying just one or two things now, then returning to pick up a few more. But volume-driven retailers are using the now-and-later tactic this year to steer consumers back to stores when they know they'll have new stock or other promotions that help you buy more than you planned.

It's similar to the 'buy a little bit more and get a free gift' promotion, Perner says.

'Limit five per person.'

Aimed at: Your competitive spirit.

Why you fall for it: Limits trigger a feeling that the deal is so great that, if not for that limit-four-per-customer rule, shoppers would be filling their carts to the brim, leaving none for you, says L.J. Shrum, the president of the Society for Consumer Psychology and the marketing department chair at the University of Texas at San Antonio. Setting a limit increases the likelihood you'll buy at least one, and it's even more effective if you were already planning to buy one of the item.

Higher numbers in promotions have the same effect, according to a 2007 study in the Journal of Retailing. Changing the structure of a sale from 'Buy two' to 'Buy eight' resulted in a 55% increase in sales ─ regardless of the price of each option, says study co-author Kenneth C. Manning, chair of the marketing department Colorado State University. This year, limits are showing up on anything a store wants to get rid of. You'll even see limits on items that might seem absurd to purchase in multiples, Shrum says.

'Our Big Sale ends tomorrow/today/in a few hours.'

Aimed at: Your survival instincts.

Why you fall for it: Fear, pure and simple. This tactic appeals to a basic instinct to grab what's available or be left without, says Noah Goldstein, an assistant professor of human resources and organizational behavior at the Anderson School of Management at the University of California, Los Angeles. Think of the crowds stocking up on bottled water and canned goods before a major storm comes through. In those frenzied hours, it's a matter of survival.

Retailer e-newsletters have made it easy to extend that tactic online, and many retailers send multiple emails to shoppers as the end of a sale nears. And they often respond.

'Get 23% off.'

Aimed at: Your love of a bargain.

Why you fall for it: Real estate brokers have long known that uneven pricing (say, $524,755 versus $525,000) catches buyers' attention, because those odd numbers suggest a bargain that has already been marked down -- whether that's actually the case or not. This year, retailers have picked up on that tactic this year as a way to separate their sales from the sea of 20%-off offers, Yarrow says.

'We have a great deal on the accessories for that, too.'

Aimed at: Your long-term investor.

Why you fall for it: Once the consumer has already made a decision to buy and to pay, it's easier to convince them to add related ─ but maybe unecessary ─ items to their purchase, Shrum says. That's because in your mind, you already own the product, making you more vulnerable to pitches for things that promise to make the purchase more useful or less vulnerable. A 2009 Carnegie Mellon study found that consumers were more likely to buy warranties on purchases if they thought doing so would extend the life of their gadget or preserve its value. And shoppers who felt they were being offered an un-advertised deal were 42% more likely to buy. This is particularly common with products that would be expensive to replace, like smartphones or tablet computers.

'Save $250! (New price: $500.)'

Aimed at: Your price-sensitive side.

Why you fall for it: Touting big savings or using a gigantic font in an ad puts the deal at the center and makes the actual price an afterthought. What's more, your brain often perceives the actual price as more reasonable because of that big price drop, says Perner.

Stores have used this tactic more during the recession to sell higher-priced items, hoping that you'll take a closer look at the washer that has the splashy discount, even if it is more expensive than other models, he says. This trick works, experts say.

'Get a free gift with your $50 purchase.'

Aimed at: Your inner child (who wants a present, too).

Why you fall for it: You were already planning to buy one sweater, but you're one additional belt purchase away from getting to get a free scarf. At the store, you don't think about the $20 price tag or about how rarely you actually wear a scarf. Instead, your mind sees the free gift as an additional reason to buy the primary product in the first place. (A 2009 study from researchers at New York University and California State University found that promotions were more effective if they highlighted the product to be purchased, rather than the gift.)

It's the retail equivalent of finding money on the ground. And shoppers equate added value with a discount ─ even if they're spending extra money to get a freebie they wouldn't have otherwise purchased and might not even use, says Yarrow. That mindset is why stores have brought back the gift-with-purchase this year, as an alternative to big discounts. What's more, this sort of psychological trick makes you feel less guilty about buying ─ or getting for free ─ a little something for yourself. 'It helps you justify the purchase,' she says.在去往购物中心的路上，你可能满怀着精打细算的良好愿望，可是，商家总是有办法打动你脑子里高声叫嚷着“我要买”的那个部分。眼下这个假期购物旺季里，他们又推出了一些更加狡猾的促销招数，务必让业已遭受萧条重创的顾客们打开腰包。旧金山金门大学（Golden Gate University）的心理学及营销学教授亚罗（Kit Yarrow）说，眼下，顾客们必须应付五花八门无所不包的新型促销花招。

零售业专家们说，各路商家一直都在使用各式各样的促销手段和滚动折扣来怂恿消费者慷慨解囊，今年更是用上了各种可能的心理战术。争夺顾客的斗争十分激烈，这个假期的销售形势又不容乐观，商家便不得不使尽浑身解数，力图吸引那些喜欢便宜的消费者──一切的一切，都是为了引诱他们进行超计划开支。他们会设置令人揪心的限量购买来显示货品稀缺，会提供免费礼品来鼓励顾客再多花点钱，还会抛出当天不能兑现的奖品，为的是让顾客再度光临。

这些招数之所以能够奏效，部分原因在于它们利用了我们在穴居时代便已养成的一些根深蒂固的习惯。心理学家和神经科学家说，早在遭遇半价羊毛衫和买一送一智能手机的诱惑之前很久，我们就已经学会了囤积备荒，学会了争夺稀缺资源。到我们进行购物的时候，物品短缺的风险已经比以前小了许多，尽管如此，相关研究却显示，我们的大脑还是会产生跟以前差不多的反应。这一类的心理战术十分有效，遍地开花，致使我们经常都会反躬自问，当初自己为什么要花50美元买三件让人身上发痒的毛衣或是花200美元买台没牌子的电视，而且还觉得非常值。

来看一看下面列出的七大暗藏杀招吧，下次购物的时候，你就可以用一种更具批判性的眼光来审视商家的促销广告──兴许还可以控制住自己的预算，不做计划外的开支：

第一大杀招：今天买，下周就可以省50%。

攻击目标：你精打细算的良好愿望

中招原因：南加州大学马歇尔商学院（University of Southern California's Marshall School of Business）的现场营销学副教授佩纳（Lars Perner）说，将来可以省很多钱的承诺对那些自以为比商家精明的人很有吸引力。你会在心里盘算，现在先买一两件东西，下次再来多买几件。不过，在今年，力图增加销量的商家之所以采用这种时间差战术，目的是操纵你再次光顾的时间，让你赶上新货上架的日子、赶上商店举办的其它一些让你超支的促销活动。

佩纳说，这种招数跟再多买一点就可获赠免费礼品差不多。

第二大杀招：每人限买五件。

攻击目标：你的竞争心理

中招原因：美国消费者心理学协会（Society for Consumer Psychology）主席、圣安东尼奥（San Antonio）得克萨斯大学（University of Texas）营销系主任希拉姆（L.J. Shrum）说，限量购买会让你觉得，这东西实在是划算极了，要不是每人限买四件的话，其它顾客就会把自己的手推车装得满满当当，一件都不给你剩下。数量限制将会提高你至少买一件的几率，如果你本来就打算买一件的话，这种招数还会更加有效。

《零售月刊》（Journal of Retailing）2007年刊载的一篇论文表示，在促销活动当中，较大的数字也会产生较大的效果。论文作者之一、科罗拉多州立大学（Colorado State University）营销系主任曼宁（Kenneth C. Manning）说，数量设置从“买两件”变成“买八件”之后，促销商品的销量就增长了55%──无论两种设置对应的价格如何。今年，各家商店已经给所有意欲清空的货品加上了数量限制。希拉姆说，有些商店甚至给一些疯子才会买不只一件的东西设置了数量限制。

第三大杀招：本店大甩卖将于明天/今天/几个小时之后结束。

攻击目标：你的求生本能

中招原因：恐惧，原因就是这么简单。加州大学洛杉矶分校安德森管理学院（UCLA Anderson School of Management）人力资源及组织行为学副教授戈德斯登（Noah Goldstein）说，这种招数抓住了人的一种原始本能，那就是尽量抓住眼前的东西，免得到最后两手空空。想想那些赶在大风暴来临之前囤积瓶装水和听装食品的人群，你就会明白其中道理。在那些疯狂迷乱的时刻，囤东西变成了一件关乎生死存亡的大事情。

有了电子零售商函，各路商家就可以轻而易举地把这种招数搬到网上。促销截止日期行将到来的时候，许多商家都会给顾客们发好几封电子邮件，而顾客们也经常都会起而响应。

第四大杀招：降价23%。

攻击目标：你贪图便宜的心理

中招原因：房地产经纪们早就知道，有零有整的定价策略（比如说，把525,000美元改成524,755美元）可以吸引买家的注意，因为那些零头数字表明卖家的价格已经一降再降──不论事实是否果真如此。亚罗说，今年，各路商家已经用上了这种招数，为的是让自己的促销活动秀出群伦，跟那些铺天盖地的“降价20%”有所区别。

第五大杀招：这种商品的配件现在也有很优惠的价格。

攻击目标：你的长线投资理念

中招原因：希拉姆说，一旦顾客决定付钱买下某件商品，劝说他们买下一些与之相关──不过也许并不必要──的东西就会变得比较容易。原因在于，一旦意识到自己拥有了某件产品，你就比较容易相信商家的说词，由此买下一些据说能让该产品更好用或是更不容易坏的东西。根据卡内基梅隆大学（Carnegie Mellon University）在2009年所作的一项研究，消费者如果觉得各种保障服务能让自己购买的产品更耐用，或者是能让产品保值，就会更加愿意购买此类服务。如果顾客觉得自己得到了某种广告里没有的专享优惠，购买的可能性还会提高42%。对于智能手机和平板计算机之类的高价产品来说，这样的情形尤其普遍。

第六大杀招：节省250美元！（现价：500美元。）

攻击目标：你对价格的敏感

中招原因：打广告的时候，商家会用省一大笔钱的说法来引诱顾客，或是用上超大号的字体，顾客由此就会把注意力集中在商家开出的优惠条件上，事后才会去掂量商品的实际价钱。佩纳说，这都不算完，顾客还往往会觉得商品的价钱比较公道，毕竟它已经降了那么多嘛。

佩纳说，在经济萧条时期，各家商店用这种招数用得比较多，为的是推销那些定价比较高的产品。他们的如意算盘是，自己抛出了泡沫四溅的折扣，顾客就会好好地看看那台洗碗机，尽管它的价钱比其它的型号贵。专家们说，这种招数相当好使。

第七大杀招：消费50美元即可获赠免费礼品。

攻击目标：你内心深处的那个孩子（跟你一样，他也想要件礼物）

中招原因：你本来就打算买一件毛衣，可是，你还得买一条计划之外的皮带才能获得一条免费的围巾。在商店里的时候，你不会去想，皮带上吊着一个20美元的价签，也不会去想，自己戴围巾的次数是多么地稀少。你心里只有那件免费的礼品，还会把它作为购买凑数商品的一个额外理由。（根据纽约大学[New York University]和加利福尼亚州立大学[California State University]的研究人员在2009年所作的一项研究，如果商家着重强调需要购买的商品，而不是免费赠送的礼品，促销的效果就会更好。）

对顾客来说，免费礼品简直就是天上掉下来的馅饼。亚罗说，他们会把礼品的价值等同于一种折扣──即便他们是用额外的钱换来了一件平常不会去买、甚至根本就不会去用的赠品。正是因为顾客们有这样的心理定势，各家商店今年又捡起了购物赠礼的招数，用它来替代大幅度打折。不仅如此，这种心理战术还可以减少你的内疚感，让你觉得给自己买点儿东西──或者是给自己换点儿免费的东西──并不是那么罪过。亚罗说，赠品可以让你买得更加理直气壮。