Name: 廣告一直打，錢就一直花？看品牌是如何讓你的大腦購買更多商品！ (Neuromarketing: How brands are getting your brain to buy more stuff)
Uploaded: 2024-07-19T21:01:10.000Z
Duration: 11 min 37 s

About a hundred years ago, companies in the Western world ran into a problem.

大約一百年前，西方世界的公司遇到了一個問題。

Consumers had everything they needed, and so the companies came up with a great idea.

消費者需要的東西應有盡有，於是公司想出了一個好主意。

Persuade people that they need more things.

Even things they didn't really know they needed.

甚至是他們並不知道自己需要的東西。

And nowadays, companies are studying your brain to get you to keep buying more stuff.

如今，公司正在研究你的大腦，讓你繼續購買更多的東西。

This is called neuromarketing and neuromarketing is like marketing on steroids.

這就是所謂的神經營銷，而神經營銷就像是類固醇營銷。

Companies know us better than we know ourselves.

The brand exists nowhere else but in the mind of the consumers.

品牌無處不在，只存在於消費者的心中。

We're going to tell you how companies are getting into your head.

我們將告訴你公司是如何進入你的大腦的。

In the 1950s, a clever marketer shocked the world with an astonishing experiment.

20 世紀 50 年代，一位聰明的營銷人員做了一個驚人的實驗，震驚了世界。

He flashed the messages, drink Coca-Cola and eat popcorn on a cinema screen, too briefly for the audience to even notice.

他在電影螢幕上閃爍著 "喝可口可樂，吃爆米花 "的資訊，時間太短，觀眾甚至沒有注意到。

He claimed this had people rushing to the counters in droves to buy Coke and popcorn.

他聲稱，這讓人們紛紛湧向櫃檯購買可樂和爆米花。

If this story sounds too good to be true, then that's because it is.

如果這個故事聽起來好得不像真的，那是因為它確實是真的。

Thankfully, we're not that easy to brainwash.

幸好，我們沒那麼容易被洗腦。

There's no such thing as a brain spy button.

根本就沒有什麼大腦間諜按鈕。

This is Prince Guman, a marketing professional.

He and neuroscientist Matt Johnson wrote a book on how companies tailor their marketing to our brains.

他和神經科學家馬特-約翰遜（Matt Johnson）共同撰寫了一本關於公司如何根據我們的大腦進行營銷的書。

So the good thing is, we're not mindless shopping zombies.

好在，我們不是無意識的購物殭屍。

But we do make a lot of our decisions subconsciously.

但我們的確是在潛意識中做出了很多決定。

And that's where neuromarketing comes in.

Companies are trying to better understand how our brain works to figure out what we really want.

公司正試圖更好地瞭解我們的大腦是如何工作的，從而找出我們真正想要的東西。

Traditional marketing studies work like this.

傳統的營銷研究是這樣進行的。

Someone will ask me, do you want an apple or do you want a chocolate bar?

有人會問我，你想要蘋果還是巧克力棒？

這樣，我們就會覺得自己在掌控一切。

We feel as if we're the author of our decisions and we're thinking through these things very rationally.

我們覺得自己是決定的主導者，我們會非常理性地思考這些事情。

But study after study after study shows that we are extremely irrational and that we're, generally speaking, pretty unaware of the full range of factors which ultimately inform and sometimes actually decide the different behaviors and paths that we take.

但是，一項又一項的研究表明，我們是極不理性的，而且一般來說，我們對最終影響，有時甚至實際上決定我們採取不同行為和道路的各種因素一無所知。

In short, we don't always know what we want.

簡而言之，我們並不總是知道自己想要什麼。

We don't know if we actually want the apple or if we prefer the chocolate bar.

我們不知道自己是真的想要蘋果，還是更喜歡巧克力棒。

And that's why neuromarketers have adopted a range of technologies in their marketing studies to see what's happening under the hood, inside consumers' brains.

正因如此，神經營銷人員在營銷研究中採用了一系列技術，以瞭解消費者大腦內部的情況。

Functional magnetic resonance imaging and electroencephalograms measure activity in the brain.

功能磁共振成像和腦電圖可測量大腦的活動。

Eye tracking shows where we direct our attention and heart rate and skin conductance show what we find exciting.

眼動儀顯示我們的注意力集中在哪裡，而心率和皮膚傳導則顯示我們發現了什麼令人興奮的東西。

For better or worse, people are complex and the brain is really complex.

無論好壞，人都是複雜的，大腦也確實很複雜。

Uma Kamaka is a scholar whose research revolves around how we make decisions.

烏瑪-卡瑪卡是一位學者，她的研究圍繞我們如何做出決定展開。

What neuroscience does is it gives us access to some of these emotional elements or these elements that might not be fully conscious and tells us a little bit more about some of the things that might also be contributing to people's experiences and choices.

神經科學的作用在於，它讓我們能夠接觸到一些情感因素或這些可能並不完全有意識的因素，並告訴我們更多關於一些可能也會對人們的經歷和選擇產生影響的事情。

When its parent company Frito-Lay asked consumers how they felt about the brand, many said, well, it's a bit of a kid's snack.

當其母公司 Frito-Lay 詢問消費者對該品牌的感受時，很多人都說，嗯，這有點像兒童零食。

But when they looked at their brains, it turned out people got a real kick out of getting their fingers messy with this orange dust that they're covered in.

但當他們觀察他們的大腦時，發現人們真的很喜歡讓手指沾上這些橙色的灰塵。

There was something subversive about that orange dust on your fingers.

手指上的橙色灰塵有些顛覆性。

There was something a little unusual about it.

And people kind of enjoyed it, even though it was not that respectable.

儘管它並不那麼受人尊敬，但人們還是挺喜歡它的。

You know, other people are trying to do their laundry, too.

要知道，其他人也在洗衣服呢。

Frito-Lay took these findings and built an entire ad campaign around this feeling of subversive pleasure.

Frito-Lay 公司利用這些發現，圍繞這種顛覆性的愉悅感開展了整個廣告活動。

那些是她在烘乾機裡烘乾的白色衣服。

More and more businesses are investing in this type of research, most of which is happening in secret.

越來越多的企業開始投資於此類研究，但大部分研究都是祕密進行的。

Through neuroscience, but also with the help of psychology and behavioral economics, they get a pretty good idea of what makes us tick.

通過神經科學以及心理學和行為經濟學的幫助，他們很好地瞭解了是什麼讓我們這樣做的。

And they use this knowledge to get us to buy more of their stuff.

他們利用這些知識讓我們購買更多他們的產品。

Now I'm going to give you four examples of this that you've probably seen in your everyday life.

現在我給大家舉四個例子，你可能在日常生活中見過。

Our brain operates in two different thinking modes.

我們的大腦有兩種不同的思維模式。

There's what's called system one, which is fast, unconscious and automatic.

這就是所謂的 "系統一"，它是快速、無意識和自動的。

And then there's system two, which is deliberate and conscious, but takes a lot of effort.

然後是 "系統二"，它是深思熟慮、有意識的，但需要付出很多努力。

System one will immediately have an answer to that question.

But if I ask you, what is 23 times 48, you're going to have to switch to system two.

但如果我問你，23 乘以 48 是多少，你就得改用系統二了。

Now imagine you're going grocery shopping.

You have to find your way around the different aisles and make loads of decisions in a short amount of time.

您必須在不同的貨架上找到自己的位置，並在短時間內做出大量決定。

When you finally get to the checkout counter, you're tired.

當你終於走到收銀臺時，你已經累了。

One way in which you can get somebody to be more system one oriented is actually through wearing them down.

其實，讓別人更傾向於 "系統一 "的方法之一就是讓他們疲憊不堪。

So system two, very resource intensive, requires a lot of metabolic resources.

是以，系統二非常耗費資源，需要大量的新陳代謝資源。

When we're tired, when we're malnourished, we're much more likely to go with a much more impulsive system one response.

當我們疲憊時，當我們營養不良時，我們更有可能做出更衝動的 "系統一 "反應。

And that's why right at the end of your shopping trip, retailers tempt you with loads and loads of sugary snacks that you might just pick up at the very last moment.

這就是為什麼在購物結束時，零售商會用大量的含糖零食來誘惑你，而你可能會在最後一刻買下這些零食。

Shopping malls exploit the same situation.

They're confusing, they're overwhelming, they're quite frankly exhausting, so you're more prone to spend money on something you might not even need.

它們讓人困惑，讓人不知所措，坦率地說，它們讓人精疲力竭，所以你更容易把錢花在你可能根本不需要的東西上。

Two, they tell you what the right price is.

第二，他們會告訴你什麼是合適的價格。

Let's say you walk into a store and you see a bottle of wine for, I don't know, let's say $15.

比方說，你走進一家商店，看到一瓶葡萄酒，我不知道，比方說 15 美元。

Your brain doesn't really know if this is a lot or if this is not a lot.

你的大腦並不知道這到底是多還是少。

So it's immediately starting to look for some context.

是以，它立即開始尋找一些背景。

Typically, people don't really have a sense of price, like they don't really know how much wine should cost or what's the right price for wine.

通常情況下，人們並沒有真正的價格意識，比如他們並不知道葡萄酒的價格應該是多少，也不知道葡萄酒的合適價格是多少。

This is Moran Cerf, a computer hacker turned neuroscientist and business professor.

這位是莫蘭-瑟夫（Moran Cerf），電腦黑客出身，後成為神經科學家和商學教授。

The people create their kind of impressions of the price range, not by knowledge, by information, but rather by kind of sampling reality.

人們不是通過知識、資訊，而是通過對現實的抽樣調查，對價格範圍產生自己的印象。

And the store will happily give your brain a reality to latch on to, by placing a second bottle next to it costing $50.

店家會很高興地在旁邊再擺上一瓶價值 50 美元的酒，讓你的大腦有一個可以抓住的現實。

Now your brain thinks, $15, that's actually a pretty good deal, so it's very likely you're going to buy this bottle.

現在，你的大腦會想，15 美元，這實際上是一筆相當不錯的交易，所以你很有可能會買下這瓶酒。

We're looking for places to anchor, right?

我們在找可以停靠的地方，對吧？

And adding any sort of context or understanding of value, having an anchor helps.

如果要增加任何一種背景或對價值的理解，有一個錨會有所幫助。

第三，它們會讓你在跑步機上不停奔跑。

Another quirk of our brain that brands are using is that it's constantly seeking pleasure.

品牌正在利用我們大腦的另一個怪癖，那就是不斷尋求快感。

Once you're experiencing a sort of thing that you wanted, you don't just get to bask in that pure pleasure for a long time.

一旦你體驗到某種你想要的東西，你就不會長時間沉浸在這種純粹的快樂中。

It's not the type of emotion which is enduring over time.

And that's a very, very good thing for brands.

這對品牌來說是一件非常非常好的事情。

Because pleasure is so fleeting, brands keep sending us to what's called the hedonic treadmill.

由於快樂稍縱即逝，品牌不斷把我們送上所謂的 "享樂主義跑步機"。

The iPhone 6, the iPhone 6s, this is iPhone 7, iPhone 11, iPhone 12.

iPhone 6、iPhone 6s，現在是 iPhone 7、iPhone 11 和 iPhone 12。

It's a brand new physical design and you're loving it.

這是一種全新的物理設計，你很喜歡。

And just like clockwork, 12 months later, 8s comes out.

就像鐘錶一樣，12 個月後，8s 問世了。

Whatever pleasure you got from achieving and purchasing, the iPhone is now immediately gone.

無論你從獲得和購買 iPhone 中得到了什麼快樂，現在都會立即消失。

And now you're looking to, again, jump on the hedonic treadmill and chase the next pleasure.

現在，你又想跳上享樂主義的跑步機，追逐下一種快樂。

Four, they hide little nudges in plain sight.

第四，它們在眾目睽睽之下隱藏著小小的暗示。

So you remember that cinema story from the beginning?

你還記得一開始的那個電影故事嗎？

Subliminal marketing messages like this, so things that we can't pick up unconsciously, are actually illegal in most countries.

像這樣的潛意識營銷資訊，我們無法在不知不覺中接收到的東西，在大多數國家其實都是非法的。

But a few companies must have thought, "Well, why don't we just hide them in plain sight?"

但肯定有幾家公司想，為什麼不把它們藏起來呢？