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  • You're looking to buy a fancy new purse or belt.

    你想買個時髦的新包包或腰帶。

  • So you go to a luxury store, walk in, and this happens.

    所以你去了一間奢華的店,走進門結果發生了這個。

  • Hi, I'm looking for a bag.

    嗨,我想找包包。

  • Uh, shhure.

    喔,是喔。

  • Pause.

    暫停。

  • Because of this interaction, you're going to spend more money than you would have before.

    因為這個互動,你所花的錢將會超出你預計要花的錢!

  • It's almost a joke at this point.

    現在這已經幾乎變成了一個笑話。

  • Employees at stores like Louis Vuitton, Prada, and Gucci

    Louis Vuitton、Prada 與 Gucci 等精品的店員是惡名昭彰的冷淡且態度極其惡劣,尤其是對那些「看起來不會買」的客人。

  • are notorious for being standoffish and downright mean to customers who don't look the type.

  • How much is this?

    這件多少?

  • I don't think this would fit you.

    我不認為這件適合妳。

  • Well, I didn't ask if it would fit, I asked how much it was.

    我沒有問它適不適合,我只問它多少錢。

  • How much is this, Marie?

    Marie,這件多少錢?

  • It's very expensive.

    它很貴。

  • It's very expensive.

    它很貴。

  • According to all rules of retail sales, employees are supposed to be polite, helpful, and nice.

    根據所有零售業的規範,店員通常都會被要求應該要有禮貌、樂於幫助且友善。

  • The customer is always right and all that.

    客戶永遠是對的什麼的。

  • But what if the prevailing opinion was wrong?

    但如果這普遍看法是錯的呢?

  • That's the question that Darren Dahl, a professor at the University of British Columbia decided to ask.

    那就是英屬哥倫比亞大學教授 Darren Dahl 決定去問的一個問題。

  • He conducted a few studies, asking people immediately before, immediately after,

    他做了一些調查,詢問人們被店員惡劣對待前、當下與兩週後的想法。

  • and two weeks after an employee was rude to them.

  • They included a variety of stores, ranging from Gap to Gucci.

    調查範圍涵蓋了許多不同的店家,從 Gap 到 Gucci 都有。

  • Some of the interactions at the higher end stores went like this:

    在一些高端品牌商店的結果是這樣的。

  • Can I see that one?

    我可以看那個包包嗎?

  • Um, I don't think you'll be interested in that bag.

    嗯,我不認為妳會喜歡那個包包。

  • It's one of our more expensive ones.

    這款是我們家比較貴的系列。

  • Dahl found that in less expensive stores, like Gap, J. Crew, and American Eagle, rude employees had the expected effect.

    Dahl 發現在較平價的商店,像 Gap、J. Crew 與 American Eagle 等,惡劣的店員造成了與預期相符的結果。

  • It drove away customers and made them less likely to buy the product they came for.

    他們的態度會趕走顧客,讓顧客更不想買到店內要買的產品。

  • But in luxury stores, Dahl found that the opposite was true.

    但在精品店,Dahl 發現結果完全相反。

  • When customers went into a luxury store to buy something and the salesperson was exclusionary,

    當顧客到精品店購物時,若店員很不友善,在當下反而會大大增加他們的購買慾。

  • they reported a much greater desire to purchase the product in the moment.

  • But in two weeks, their desire had significantly decreased.

    但兩週後,他們的慾望就大幅下降。

  • But why is it that customers, who conventional wisdom says you should cater to, like being treated badly?

    但依照一般常理而言,明明應該要被服務的顧客,為什麼會想要被這樣對待?

  • It's because of something called social exclusion.

    原因是某個叫「社會排斥」的東西。

  • Basically, being in a group used to be key to survival

    基本上,歸屬於團體是生存的關鍵,且團體對我們的情緒與心理健康也有很大的影響。

  • and it still is essential for our emotional and mental well-being.

  • Humans want to be in a group, especially one that is deemed more desirable.

    人們喜歡有歸屬感,尤其是歸屬於那些外表光鮮亮麗的人。

  • The desire to purchase a product was influenced by the rejection of the group that you identified with.

    人的購買慾會因被自身所認可的團體排斥所影響。

  • When you walk into a designer store you love and see those slick sales people chatting together,

    當你走進喜愛的設計師商店,看到那些熟練圓滑的銷售員正在聊天,你會想要成為他們一員。

  • you want to be included.

  • And you'll buy a bag or sunglasses or 800-thread-count linen sheets to do it.

    為了加入他們,你會買包包、太陽眼鏡,甚至是 800 紗織數的高密床單。

  • Dahl compares it to the popular group in high school: you want in.

    Dahl 將此和高中的熱門社團做比較,你會想加入。

  • There are some conditions.

    但有一些條件。

  • This effect only works when the salesperson is a good representation of the brand.

    這個效應只有在店員很好地代表了該品牌時才有作用。

  • So a sloppily dressed employee doesn't quite cut it.

    所以穿著邋遢的店員就不太管用了。

  • They have to be someone you identify with and whose rejection hurts.

    那些人必須是你認同且若被他拒絕,你就會受傷的人。

  • Ma'am, do you have this in the next size up?

    女士,有大一號的尺寸嗎?

  • Sorry, we only carry sizes 1, 3, and 5.

    抱歉,我們只有 1 號、3 號跟 5 號。

  • You could try Sears.

    妳可以去西爾斯買。

  • The brand also has to be aspirational.

    品牌也得是有代表性的。

  • They have to be what Dahl calls "an ideal self concept."

    它們得像是 Dahl 所稱的「理想自我概念」。

  • Like Louis Vuitton and Prada, are ideal self concepts of luxury.

    像 Louis Vuitton 與 Prada,就是奢侈品界的理想自我概念。

  • Tesla would be the ideal self concept of sustainability.

    特斯拉則是永續發展品牌的理想自我概念。

  • If the brand is accessible, people don't care about being a part of it, but when it's inaccessible⁠—

    若那個品牌隨手可得,人們就不在乎成為它們的一員,但如果它們遙不可及...

  • I can afford it, don't worry.

    我負擔得起,別擔心。

  • Look, we need to be ready for real customers, OK?

    聽著,我們要服務的是真的會買東西的顧客,好嗎?

  • I'll take the bag. I'll take the bag right now.

    我要買那個包包。我現在就買那個包包。

  • "Our study shows that you've got to be the right kind of snob in the right kind of store

    Dahl 告訴《每日科學》:「我們的研究指出你得是對的臭臉加上處於對的商店才有用。」

  • for the effect to work," Dahl told Science Daily.

  • Something else that will make you more susceptible: self esteem.

    另外一個容易讓你易受影響的是你的自尊。

  • The stronger your belief in your own identity,

    Dahl 的研究指出,對自我認知越高,就越不會想把品牌當成認同自己的條件之一。

  • the less likely you'll feel the need to use the brand as your identity, according to Dahl's paper.

  • Um, that'll be $5,000.

    嗯,這樣總共是 5,000 美元。

  • Do luxury stores do this on purpose?

    名牌店會故意這樣做嗎?

  • Not that we could tell.

    我們並不知道。

  • We couldn't find any indication that designer brands specifically requested that their employees be snobby.

    我們找不到任何跡象說設計師品牌要求它們的店員要很勢利。

  • So, we don't know.

    所以我們不能確定。

  • But since researchers found that improved impressions gained by rude treatment faded over time,

    但既然研究者指出惡劣對待顧客而提升的印象會隨著時間而消逝,我們覺得把這個當是品牌銷售策略並不是個好點子。

  • we think that having that be your brand strategy would be a bad idea.

  • If you're shopping for a luxury item and are being treated rudely,

    如果你在購買名牌時被惡劣對待,Dahl 建議你可以先離開商店等等再回來,或是直接網購避免與店員接觸。

  • Dahl suggests leaving and coming back later or avoiding the interaction altogether by shopping online.

  • So basically, give it time. Then you won't spend extra money trying to prove that "yeah, I am popular!"

    基本上就是購買前三思,這樣你就不用多花錢來證明自己是受歡迎的。

  • Don't forget to like this video, click subscribe, and ring the bell for post notifications.

    別忘了按讚、訂閱跟按下小鈴鐺來接收通知。

  • We'll see you next time.

    我們下次見。

You're looking to buy a fancy new purse or belt.

你想買個時髦的新包包或腰帶。

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討厭臭臉店員?小心他們讓你買更多!(Snobby Employees May Inadvertently Increase Sales - Cheddar Examines)

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    Mackenzie 發佈於 2019 年 09 月 23 日
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