It's hard to avoid these modern temples of convenience and consumerism.

很難避免這些現代的便利性和消費主義寺廟。

And like the fictitious temples from adventure stories, they're filled with pitfalls and booby traps designed to make you spend more than you planned.

就像冒險故事中虛構的寺廟一樣，它們充滿了陷阱和陷阱，旨在讓你的花費超越你的計劃。

As any good treasure-hunter will tell you, you can never let your guard down.

正如任何優秀的尋寶者都會告訴您的那樣，您永遠不能放鬆警惕。

There is nothing to fear here!

這裡沒什麼好害怕的！

That's what scares me.

這就是讓我害怕的地方。

But with a little preparation and discipline, you can safely swing past every metaphorical; snakepit, rolling boulder and... alien spaceship?

但只要稍加準備和自律，你就可以安全地繞過每一個隱喻； 蛇坑、滾動的巨石和…外星飛船？

Let's pretend that one didn't happen.

讓我們假裝這件事沒有發生。

Okay.

好。

From the moment you walk through the front doors, your senses are getting played.

從您走進前門的那一刻起，您的感官就開始受到影響。

Bright, colorful flowers, the smell of fresh-baked bread, soft, comfortable music.

鮮豔多彩的花朵，新鮮出爐的麵包的香味，輕柔舒適的音樂。

All these things are designed to put you in a relaxed, suggestive state of mind so that you'll take your time and be more open-minded about what you came to buy.

所有這些都是為了讓您處於一種輕鬆、啟發性的心態，這樣您就會慢慢地對自己要買的東西持更開放的態度。

If you're like most people, you probably start in the produce section, and that's no accident.

如果您像大多數人一樣，您可能會從農產品部分開始，這並非偶然。

Stores have found that when people stock their cart with healthy things early on, they're more likely to reward themselves with junk food later.

商店發現，當人們儘早在購物車中放入健康食品時，他們更有可能在以後用垃圾食物獎勵自己。

It may be tempting to grab some of those pre-chopped fruits and vegetables, but take a second to compare the price by weight.

購買一些預先切碎的水果和蔬菜可能很誘人，但請花點時間按重量比較價格。

You could be paying 2 -300% to not have to wield the knife yourself.

您可能需要支付 2 -300% 的費用才能不必自己動刀。

Plus they often have a shorter shelf-life, and you're creating more packaging waste.

另外，它們的保質期通常較短，並且會產生更多的包裝廢物。

That's why I chop my own vegetables five days a week.

這就是為什麼我每週五天自己切蔬菜。

Oh, and by the way, that mist that makes everything seem fresh and crisp?

哦，順便說一下，那種讓一切看起來新鮮又清爽的薄霧？

It's pretty much just there for show.

它只是為了展示用。

Constantly spraying water on produce can increase the health risks of bacteria and make certain fruits and veggies rot faster.

不斷向農產品噴水會增加細菌的健康風險，並使某些水果和蔬菜腐爛得更快。

It also makes the leafy greens weigh just a bit more at checkout, so make sure to shake 'em out before you bag 'em.

它還會讓綠葉蔬菜在結帳時稍微重一點，所以在裝袋之前一定要甩乾。

As you walk the aisles, remember to look up and down, not just side-to-side.

當您走過貨架時，請記住上下查看，而不僅僅是左右查看。

Stores put their most expensive items at eye-level, hoping you won't notice the cheaper alternatives above and below.

商店將最昂貴的商品放在與視線齊平的位置，希望您不會注意到上面和下面更便宜的替代品。

And yes, that applies to kid's stuff, too.

是的，這也適用於兒童用品。

Excuse me, would you like to try a free sample?

打擾一下，您想試吃一下嗎？

Uh… sure, I guess.

我想好喔。

Free samples are more about your emotions than your tastebuds.

免費試吃更多的是關於您的情感而不是您的味蕾。

They create a feeling of personal obligation, like you're already in too deep to back out.

它們會產生一種個人義務感，就好像你已經陷得太深而無法退出。

So if you're gonna partake, be prepared to make a clean break and move on.

因此，如果您要試吃，請做好徹底決裂並繼續前進的準備。

You're just gonna walk away?

你就這麼走開嗎？

After everything we've been through?!

在我們經歷了這一切之後？

Supermarkets don't just want you to buy expensive stuff.

超市不只是想讓你買昂貴的東西。

They want you to buy more stuff in general.

一般來說，他們希望你買更多的東西。

Take this so-called "bargain."

就拿這個所謂的「優惠」來說吧。

Most people assume they have to purchase all ten to get some perceived discount, but if you read the fine print, you'll usually find that the unit price is the same, no matter how many you buy.

大多數人認為他們必須購買全部十件才能獲得一些折扣，但如果您閱讀細則，您通常會發現無論購買多少，單價都是相同的。

It's also why shopping carts have been getting bigger over the years.

這也是購物車多年來變得越來越大的原因。

Marketing tests showed that shoppers spent up to 40% more with a double-sized cart!

行銷測試表明，購物者使用雙倍尺寸購物車多出來的花費會多達 40%！

Those supersize carts also make it difficult to do a U-turn in a narrow aisle so you're more likely to take the long way around.

這些超大推車也讓你很難在狹窄的走道上調頭，所以你更有可能繞很遠的路。

A longer path means more temptations, which is why stores will periodically rearrange the merchandise to keep even experienced shoppers searching.

更長的路徑意味著更多的誘惑，這就是為什麼商店會定期重新排列商品，以確保即使是經驗豐富的購物者也能繼續搜尋。

Some people think that's why essentials like milk and eggs are always at the back of the store, but store managers insist on a more innocent reason:

有些人認為這就是為什麼牛奶和雞蛋等必需品總是放在商店後面的原因，但商店經理堅持一個更無辜的原因：

by law these items can't be unrefrigerated for very long, and since the delivery trucks unload at the back, it makes sense to put the fridges there.

根據法律規定，這些物品不能長時間不冷藏，而且由於送貨卡車在後面卸貨，因此將冰箱放在那裡是有意義的。

I guess making shoppers walk through the whole store is just a "happy accident."

我想讓購物者走過整個商店只是一個「幸福的意外」。

Once you've finally found everything you need, there's one more trial to overcome: the checkstand.

一旦你終於找到了你需要的一切，還有一個考驗需要克服：結帳櫃檯。

This is where stores traditionally keep impulse purchases like candy, magazines and gum because they know that by now you're experiencing what psychologists call "decision fatigue."

傳統上，商店在這裡保留糖果、雜誌和口香糖等衝動購買商品，因為他們知道你現在正在經歷心理學家所說的「決策疲勞」。

We get tired of being sensible and weighing costs and benefits.

我們厭倦了明智地權衡成本和收益。

It wears us down and makes us more open to suggestion.

它讓我們疲憊不堪，也讓我們更願意接受建議。

So it's best to not even look at that stuff.

所以最好不要看那些東西。

Don't look at it. Shut your eyes, Marion! Don't look at it, no matter what happens!

別看它。 閉上你的眼睛，瑪莉安！ 不管發生什麼，都別看它！

These strategies have been refined over decades to make shoppers spend more than they have to and buy more than they need.

這些策略經過幾十年的不斷改進，讓購物者的支出超出了他們的需要，並購買了超出他們需要的東西。

Unfortunately, people who buy more tend to consume more and waste more.

不幸的是，買得越多的人往往會消耗更多、浪費更多。

It's kind of a lose/lose/lose situation.

這是一種三輸的情況。

But shopping for groceries and cooking at home is still cheaper and healthier than eating out all the time--which is a major reason why Millennials are having trouble saving money.

但在購買雜貨和在家做飯仍然比一直外出用餐更便宜、更健康——這是千禧世代存錢困難的一個主要原因。

So by all means: go to the supermarket… just be prepared!

所以無論如何：去超市要做好準備！

First off, and most importantly, make a list even if you have to write on a napkin in the parking lot. Don't go through those doors without it.

首先，也是最重要的是，列出清單，即使你必須在停車場的餐巾紙上寫字。 沒有它就不要穿過那些門。

The fewer choices you have to make in the store means less temptation and less fatigue.

您在商店中要做的選擇越少，意味著誘惑越少，疲勞也越少。

If your store has them, use smaller carts to discourage overbuying.

如果您的商店有，請使用較小的推車以防止過度購買。

Although those handbaskets may not be a good idea.

儘管那些手提籃可能不是一個好主意。

Studies found that the physical act of lifting and carrying handbaskets made shoppers feel like they deserved junk-food rewards.

研究發現，使用手提籃的身體動作會讓購物者覺得他們應該得到垃圾食物獎勵。

The brain's a funny thing, isn't it?

大腦是個有趣的東西，對嗎？

Bring headphones and listen to upbeat music.

帶上耳機，聆聽歡樂的音樂。

This will keep you fast and focused.

這會讓你保持快速和專注。

And make sure you don't go grocery shopping hungry.

還有請不再餓著肚子去雜貨店購物。

That's just asking your reptile brain to take the driver's seat.

這只會讓你的爬蟲類大腦佔據主導地位。

And if you still have trouble sticking to the plan, leave your credit cards at home and bring only what you want to spend in cash.

如果您仍然難以遵守該計劃，請將信用卡留在家裡，只攜帶您想要花費的現金。

Julia and I have been doing that for years and it keeps temptation in check.

朱莉婭和我多年來一直這樣做，它可以抑制誘惑。

Remember, these stores aren't evil organizations getting away with highway robbery.

請記住，這些商店並不是公路搶劫中逍遙法外的邪惡組織。

In fact, as an industry, supermarkets have one of the lowest profit margins in the U.S., so they rely on these mind-games just to stay in the black.

事實上，作為一個行業，超市是美國利潤率最低的行業之一，因此他們依靠這些心理遊戲來保持盈利。

But you have a right to defend yourself, and the best defense is understanding how your own brain works.

但你有權利保護自己，而最好的保護就是了解你自己的大腦是如何運作的。

And that's our Two Cents!

以上是今天的 Two Cents 節目！