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  • This is a coupon for Burger King's Croissan'wich, and it's promoting a buy one get one free deal.

    這是一張漢堡王的可頌折價卷,正在促銷買一送一優惠。

  • Buy one breakfast sandwich at full price, get a second one for no extra cost.

    用原價買一個早餐三明治,就可以免費再得到一份。

  • But one customer found that something was off about the deal,

    但一位消費者發現其中事有蹊蹺 : 同樣的三明治有兩種價格。

  • when she was charged two different prices for the sandwich.

  • When she ordered a single sandwich, the price was $2.16.

    當她點了一份三明治,價格是 2.16 美元。

  • But when she ordered two sandwiches and used the BOGO coupon,

    但當她用買一送一券點了兩份三明治時,一份的價格卻是 3.19 美元,多了 1 美元以上。

  • the price of each sandwich was $3.19–more than a dollar more.

  • This went on for years before Burger King was sued for overcharging customers.

    這情況持續了幾年直至漢堡王因為對顧客超額收費而遭控告。

  • BOGO is so appealing that it's hard for consumers to see it for what it is.

    「買一送一」實在是太誘人了,消費者很難看出蹊蹺。

  • "Buy one, get one." It's a thinly veiled attempt to convince a customer to buy more than one item at a time.

    「買一送一」。它其實是一種幾乎不加掩飾的企圖,用來說服消費者一次不只買一個品項。

  • For a thrifty shopper, BOGO can sound like the best way to get more bang for their buck,

    對於一個節儉的購物者來說,買一送一聽來好似可以幫他們善用每一分錢,但那些優惠往往不如表面划算。

  • but often it's simply not as good a deal as it appears.

  • Consumers perceive the quality of a bargain based on the price they pay compared to the original list price.

    消費者藉由比較他們的付款和原價來判斷是否划算。

  • Take this food processor on Amazon for example.

    以這個 Amazon 上的食物處理機為例。

  • The price on sale is $35, an amazing 52% off the $75 list price.

    促銷價為 35 美元,也就是原價 75 元下殺 48 折。

  • The problem is that Cuisinart doesn't list the item for Amazon's regular price

  • and based on an analysis of tracked prices over time,

    問題是,這個食物處理器的公司並未列出它 Amazon 上的原價,且分析過往價格後發現,過去十年內它在 Amazon 上不曾高於 40 美元。

  • Amazon has never sold it for more than $40 in the past 10 years.

  • The cheating that goes on is rampant.

    這種作弊行為很猖獗。

  • Retailers are guilty, often, of distorting the regular price, raising the regular price.

    量販業者往往會犯下更改、提高原價的不當行為。

  • And several companies have been caught distorting prices in conjunction with BOGO offers.

    許多業者都被抓到在「買一送一」時更改原價。

  • "The suit accused Visionworks of inflating the price of the first pair of glasses

    該案指控 Visionworks 為了部分負擔第二副眼鏡,提高了第一副的價格,使第二副眼鏡實際上根本不是免費的。

  • to partly cover the costs of the second, supposedly-free pair, making it not actually free."

  • It can be hard for consumers to tell whether BOGO is fair or deceptive,

    消費者很難辨識「買一送一」詐欺與否,且他們的雙眼往往被「免費」二字所遮蔽。

  • and often their judgment is clouded by one four letter word, "free."

  • I mean, "free" is a tremendous motivational trigger,

    這不難理解,「免費」實在是很大的誘因,消費者又喜歡藉著認為賺到而多買一點。

  • and they like the opportunity to expand the deal by buying more than one of an item.

  • Very often consumers don't do the math.

    很多時候消費者不會去計算。

  • Buying more than one item means consumers spend more money than they intended, not less.

    「買一送一」意味著消費者會花得比預計的多,而非花得少。

  • For example, say you want to buy a sweater that's normally $80.

    舉個例子,假設你想買一件通常賣 80 美元的毛衣。

  • Sweater A is listed at a 20% discount.

    A 毛衣打八折。

  • Sweater B is listed at full price, but has a buy one, get one free deal.

    B 毛衣則是原價,但是買一送一。

  • While the second option may get you two sweaters,

    雖然選擇 B 毛衣你能夠獲得兩件,但是總共卻花了比買 A 毛衣還要多的錢。

  • you've just spent more in total than if you just focused on the 20% discount.

  • Let's say those sweaters are on a buy one get one 50% off deal.

    我們再來假設如果第二件半價。

  • Option 1: you buy one sweater for $80.

    選項一:你用 80 美元買一件毛衣。

  • Option 2: the first sweater would be $80 and the second would be half off.

    選項二:第一件毛衣 80 美元,第二件只要半價。

  • Translated into a straight discount, the total saved from the BOGO deal would be the same as a 25% off deal,

    翻成折扣的概念,「買一送一」其實就相當於打 75 折,但是你在同一間店的消費金額提升了,因為你買了兩件商品。

  • but the amount of money you spend in store has grown, because you bought two items.

  • Some BOGO deals only apply to items with lesser value.

    某些「買一送一」只適用在價格較低的商品。

  • For example, if you buy that same sweater and a $10 pair of socks, you still pay $80 for your total purchase.

    舉例來說,你買了一樣的那件毛衣還有一雙 10 美元的襪子,你總共還是消費了 80 美元。

  • If you decide to get a sweater and $150 coat,

    如果你決定買一件毛衣和一件價值 150 美元的外套,毛衣可以視為免費的,但你還是噴了 150 美元。

  • the sweater would be counted as the free item and you'd still be shelling out $150.

  • For most deals, you're better off waiting for the one item you wanted to go on sale

    多數情況下,最好的做法還是等你想買的東西降價,而不是趁「買一送一」時購買。

  • rather than purchasing it through a BOGO deal.

  • Customers, I won't say "fall for it," but they go for it nonetheless.

    消費者⋯⋯ 我不會說他們總是「淪陷」,但他們算總是趨之若鶩。

  • BOGO disguises the fact that, unless you already intended to buy two items,

    「買一送一」掩飾了一個事實 : 除非你本就打算買兩件,不然其實折扣並沒有多少。

  • it really isn't all that big of a discount.

  • So BOGO deals can be fantastic, if you're a shopper looking to buy in bulk and stretch your dollar.

    所以如果你本就想要花錢盡可能買更多,「買一送一」正適合你。

  • But for most of us, free isn't always the best option.

    但對於我們多數人而言,「買一送一」不見得是最好的選擇。

  • Well, just do the math.

    其實,就是要計算。

  • If it looks too good to be true, it's too good to be true.

    如果看起來實在太划算了,那一定不是真的。

This is a coupon for Burger King's Croissan'wich, and it's promoting a buy one get one free deal.

這是一張漢堡王的可頌折價卷,正在促銷買一送一優惠。

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A2 初級 中文 美國腔 Vox 毛衣 消費者 美元 划算 價格

覺得買一送一好划算嗎?不!我們都錯了! (Why "Buy one, get one free" isn't a great deal)

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    April Lu 發佈於 2019 年 02 月 03 日
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