Name: 只要購物節到了就大失血嗎？科學告訴你為什麼會衝動購物，買各種不需要的東西！ (Impulse Buying: Why You Buy Stuff You Don't Need)
Uploaded: 2023-11-12T21:01:20.000Z
Duration: 6 min 14 s

You've probably noticed that in a lot of stores,

你可能在很多商店都注意到了這一點、

they make you run through a gauntlet of candy bars,

他們讓你跑過糖塊的重重障礙、

nail clippers, and phone chargers before you can pay

指甲刀和手機充電器，然後才能付款

and make your escape into the outside world.

Maybe you wonder who buys all that stuff.

也許你會想，誰會買這些東西呢？

Or maybe you're already unwrapping a candy bar

Those bins are just one of the tricks retailers use to get you to impulse buy,

這些垃圾桶只是零售商用來讓你衝動購物的伎倆之一、

where you purchase something without planning for it in advance.

在沒有事先計劃的情況下購買東西。

That means you are spending more money than you were originally going to,

這意味著你要比原來花更多的錢、

so you can see why stores would try so hard to get you to do it.

所以你就能理解為什麼商店會千方百計地讓你這麼做了。

But whether their tricks work depends a lot on your personality,

不過，他們的招數是否管用，在很大程度上取決於你的性格、

and how your brain reacts to perceived gains and losses.

以及你的大腦如何對感知到的得失做出反應。

Impulse buyers tend to be impulsive in general, which isn't too surprising.

衝動型買家一般都比較衝動，這並不奇怪。

在 2016 年對近 1500 人進行的一項調查中、

those that said they were likely to spend a hypothetical windfall impulsively

自稱有可能衝動花掉假想的意外之財的人

also reported higher levels of other impulsive behavior,

他們還報告了更高程度的其他衝動行為、

比如酗酒和無保護措施的性行為。

And a lot of psychologists think these choices

come down to the same thing: a battle between parts of your brain.

歸根結底都是一樣的：大腦各部分之間的爭鬥。

activates in proportion to how excited you'll be

激活程度與您的興奮程度成正比

It's the same region that activates for what are known as

primary reward drives—things like food and sex.

主要的獎勵驅動力--比如食物和性。

has a big reaction to something else: the price.

有一個很大的反應，那就是價格。

The bigger the price, the more the insula activates.

Psychologists call this reaction the “pain of paying”

心理學家將這種反應稱為 "支付之痛"。

because the insula also activates when we expect to be hurt physically,

因為當我們預期會受到身體傷害時，腦島也會激活、

and when we're exposed to negative things like horrible smells.

當我們接觸到負面的東西，比如可怕的氣味時。

Meanwhile, a third region, the mesial prefrontal cortex, also plays a role—

同時，第三個區域，即中內側前額葉皮層，也發揮著作用。

it, too, reacts to the price, activating when you think

它也會對價格做出反應，當你認為

Researchers are able to do a pretty good job

predicting whether someone will make a purchase

by comparing activation in these three regions.

通過比較這三個區域的激活情況。

But not everyone's brain reacts the same way to the same deal,

但並不是每個人的大腦都會對同樣的交易做出同樣的反應、

which has led some psychologists to think that

we all fall on a spectrum of "pain of paying”—

我們都有 "付出的痛苦"--的光譜

basically, how much spending money bothers us.

基本上，花多少錢都會讓我們煩惱。

On one end are the spendthrifts, who just don't really feel that pain.

一邊是大手大腳的人，他們並不真正感到痛苦。

They think nothing of spending some extra money if they've got it.

如果有多餘的錢，他們會毫不猶豫地花出去。

who will wait until the last minute to pull out their wallets,

他們會等到最後一刻才掏出錢包、

for them, the pain of paying is more like the agony of paying.

對他們來說，支付的痛苦更像是付出的痛苦。

I sweat, I get hot, I get—my armpits go.

It's, like, the least comfortable I ever am.

Spendthrifts are naturally impulsive buyers,

and not necessarily because they have more money to spend.

而不一定是因為他們有更多的錢可以花。

2007 年對 9000 多人進行的一項調查發現

those at the spendthrift end of the spectrum had more credit card debt.

而那些花錢大手大腳的人則有更多的信用卡債務。

But even though tightwads don't like spending money,

不過，儘管吝嗇鬼不喜歡花錢、

they're more vulnerable to certain types of tricks

designed to get them spending money they don't intend to.

旨在讓他們花他們不打算花的錢。

這是因為他們真的感受到了任何東西

that reduces their intense pain of paying.

這可以減輕他們在支付時的巨大痛苦。

ploys to reduce pain don't work as well on them.

減少疼痛的伎倆對他們不起作用。

researchers asked 538 college students if they were

研究人員詢問了 538 名大學生，他們是否

willing to pay a five dollar fee to get overnight delivery on a new purchase.

願意支付 5 美元的費用，以獲得新購商品的隔夜送貨服務。

But for half the people, they called it the "small five dollar fee"

但對於一半的人來說，他們稱之為 "五美元的小費用"

That one word didn't matter to the spendthrifts at all—

這一個詞對那些揮霍無度的人來說根本不重要--

about the same amount paid the fee either way.

無論哪種方式，支付的費用都差不多。

made the tightwads feel much better about paying the price—

讓吝嗇鬼們對支付價格的感覺好了很多--

about three times as many thought that it was worth it

認為值得的人數約為認為值得的人數的三倍

Excuse me, I have to go make some changes to DFTBA.com.

抱歉，我得去修改一下 DFTBA.com。

Other research has found a similar effect with using credit cards,

其他研究發現，使用信用卡也有類似的效果、

which are thought to reduce the pain of paying by keeping the actual,

這被認為是通過保持實際支付來減少支付的痛苦、

physical money out of sight and out of mind.

把錢放在看不見、摸不著的地方。

In a shopping study on 125 students, paying by credit card instead of cash

在一項針對 125 名學生的購物研究中，用信用卡而不是現金支付

didn't affect the spendthrifts' buying behaviors at all,

完全沒有影響 "揮霍者 "的購買行為、

but tightwads were more willing to spend money

Those candy bar displays don't really reduce the pain of paying in any way,

那些糖果棒的展示絲毫不能減輕支付的痛苦、

so they're probably not the type of trick

that will get the tightwads spending more.

這將讓那些吝嗇鬼花更多的錢。

But sticking a bunch of tempting chocolate

in front of the spendthrifts passing through?

Your spending habits may also be influenced

您的消費習慣還可能受到以下因素的影響

whether you're what psychologists call a "maximizer" or a "satisficer."

無論你是心理學家所說的 "最大化者 "還是 "滿足者"。

For maximizers, decision making is never easy.

對於追求最大化的人來說，決策從來都不是一件容易的事。

If a maximizer needs a new computer, for example,

例如，如果最大化者需要一臺新電腦、

they might open up a spreadsheet, and find all the computers on the market,

他們可能會打開電子表格，找到市場上所有的電腦、

and start listing things like price, processor speed, hard drive capacity.

並開始列出價格、處理器速度、硬盤容量等資訊。

They're gonna watch a bunch of YouTube videos

on a bunch of different YouTube channels.

They'll weigh everything that might be important

他們會權衡一切可能重要的事情

在做出最終選擇之前，他們還需要

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只要購物節到了就大失血嗎？科學告訴你為什麼會衝動購物，買各種不需要的東西！ (Impulse Buying: Why You Buy Stuff You Don't Need)

stuff

stick

bunch

trait