Vim li cas txawm cov neeg ntse poob rau kev tshaj tawm thiab yuav tsum tsis txhob ua li cas

2024 Tus sau: Malcolm Clapton | [email protected]. Kawg hloov kho: 2023-12-17 03:58

Peb lub siab muaj nws lub hauv paus ntsiab lus ntawm kev ua hauj lwm, tsim nyob rau hauv tus txheej txheem ntawm evolution. Thiab cov neeg lag luam tau txais txiaj ntsig zoo ntawm lawv.

Advertisers yog armed nrog pua pua ntawm tricks raws li peculiarities ntawm peb lub siab. Peb txheeb xyuas qhov kev paub tsis meej uas feem ntau siv hauv kev muag khoom, thiab qhia koj yuav ua li cas nrog lawv.

Dab tsi ua rau peb tshaj tawm

Yam khoom ua kom paub zoo

Nws yuav zoo li tias qhov kev rov ua dua ntawm tib qho kev lag luam tsuas yog ua rau khaus. Tab sis nws yeej tsis muaj teeb meem txawm tias koj nyiam qhov kev tshaj tawm lossis tsis: nws tseem cuam tshuam rau koj.

Thiab qhov kev liam rau txhua yam yog cov txiaj ntsig ntawm kev paub - qhov tshwm sim ntawm kev puas siab puas ntsws, vim cov neeg nyiam ib yam dab tsi tsuas yog vim lawv twb paub zoo lawm. Cov nyhuv ua haujlwm ntawm cov lus, duab, duab, suab. Txawm tias tib neeg zoo li zoo nkauj rau peb yog tias peb paub nrog lawv.

Cov nyhuv no tas li siv hauv kev lag luam. Peb tau siv rau cov khoom, thiab lawv cia li zoo dua rau peb yam tsis muaj kev ntsuam xyuas lub hom phiaj thiab kev sib piv nrog lwm tus.

Tsis tas li ntawd, qhov kev dag ntxias ntawm qhov tseeb yog suav nrog hauv rooj plaub, thiab koj tsis tsuas yog tsis nco qab lob ib yam khoom paub los ntawm lub txee, tab sis kuj pib ntseeg - thiab qee zaum ua pov thawj rau lwm tus - tias nws zoo dua.

Illusion ntawm Qhov Tseeb

Thaum tib neeg txiav txim siab seb lawv puas tau qhia qhov tseeb los tsis yog, lawv tso siab rau ob yam: txawm tias nws yog ib qho kev ntseeg uas lawv twb muaj, thiab seb nws zoo li cas.

Lub paj hlwb tsis nyiam nkim sij hawm txheeb xyuas cov ntaub ntawv, vim nws yuav tsum muaj peev txheej ntau. Paub stimuli tau ua tiav sai, thiab cov ntaub ntawv tau yooj yim rov qab los ntawm kev nco - nws yog kev txhaum tsis siv nws.

Yog tias ib tug neeg hnov cov ntaub ntawv qub qub, thiab tib lub sijhawm tsis nco qab nws qhov chaw, vim kev paub nws zoo li nws muaj tseeb.

Dab tsi, lub hlwb ua haujlwm tsuas yog 10%? Yog, yog, kuv hnov ib yam dab tsi txog nws. Tej zaum txoj kev nws yog.

Koj yuav tsis nrhiav kev tshawb fawb los ua pov thawj tias cov tshuaj tua kab mob no ua tau zoo, raws li koj tau hnov cov lus tshaj tawm ntau pua zaus tias lawv yuav txo qhov mob. Zoo li pom tseeb. Ntxiv mus, tsis yog koj xwb, tab sis tag nrho lwm tus neeg, thiab qhov no tsuas yog ntxiv dag zog rau koj hauv koj lub tswv yim.

Intra-group distortion

Thoob plaws hauv evolution, tib neeg lub hlwb tau hloov kho kom haum rau cov qauv kev sib raug zoo ntawm ib pab pawg. Nyob rau hauv cov hnub ntawm cov poj koob yawm txwv nyob deb, kev sib sau txhais tau tias kom muaj sia nyob, nyob ib leeg - tuag los ntawm kev tshaib kev nqhis, cov tsiaj nyeg lossis cov yeeb ncuab.

Yog li ntawd, peb nyiam tsim cov zej zog, faib cov neeg rau hauv pawg thiab xav tias zej zog nrog ib pab pawg tshwj xeeb. Thiab tseem xav txog "peb" cov neeg ua ntej zoo dua li lwm tus thiab txaus siab rau koom nrog hauv zej zog. Qhov no yog hu ua intragroup misstatement.

Hauv kev lag luam, nws manifests nws tus kheej raws li kev tsim ntawm lub zej zog cohesive ntawm cov neeg siv. Piv txwv muaj ntau yam: Nike's Run Club, uas cov neeg los ntawm thoob plaws lub nroog tuaj sib sau ua ke, Harley Owners Group nrog pab pawg motocross kev sib tw thiab cov cwj pwm ntawm lub club, CrossFit nrog nws cov thawv sib ze CrossFit thiab kev ua si zoo nkauj, qhov twg txhua tus neeg ncaws pob mus rau. Reebok.

Txhua lub chaw qoj ib ce hauv cheeb tsam tab tom sim tsim nws lub zej zog, thiab tib neeg tsis yog tsuas yog raug coj, tab sis tab tom ua nrog kev xyiv fab. Puas muaj teeb meem ntau npaum li cas koj siv cov khaub ncaws ncaws pob kim yog tias koj xav tias zoo li ib tug tswv cuab ntawm zej zog hauv nws?

Ntshai poob

Yog tias koj poob koj lub hnab nyiaj, koj cov qib ntawm dopamine, ib qho neurotransmitter uas muab kev zoo siab, yuav poob. Koj yuav tu siab thiab mob. Yog tias koj dheev pom ib lub hnab nyiaj nrog tib tus nqi, dopamine qib yuav nce, tab sis tsis ntau npaum li lawv yuav poob yog tias poob.

Kev poob ua rau peb nyuaj siab ntau dua li qhov txiaj ntsig ua rau peb muaj kev xyiv fab.

Txhawm rau siv qhov tsis muaj zog no hauv kev lag luam, cov tuam txhab tsim cov qauv sim thiab lub sijhawm sim pub dawb. Txog rau thaum koj xav txog qhov koj li, koj tuaj yeem tsis paub xyov nws puas tsim nyog rau cov nyiaj. Tab sis sai li sai tau thaum nws yog koj li, txawm tias nws yog qiv los yog lub sijhawm luv luv, kev ntshai ntawm kev poob yuav yuam kom koj rho nyiaj tawm yam tsis muaj hesitation.

Cov nyhuv cuam tshuam

Hauv ib qho kev sim, tib neeg raug hais kom xaiv ntawm ob lub koob yees duab nrog tus nqi sib txawv: $ 170 lossis $ 240. Cov kev nyiam tau muab faib sib npaug: qee qhov xaiv pheej yig dua, lwm tus kim dua.

Tom qab ntawd cov kws tshawb fawb ntxiv lub koob yees duab thib peb rau $ 470. Lub sij hawm no, feem ntau cov neeg xaiv qhov "nruab nrab" tshaj 240. Qhov no feature yog hu ua kev cuam tshuam cov nyhuv - lub nyiam xaiv ib yam dab tsi nyob rau hauv nruab nrab.

Cov nyhuv no tshwm sim nws tus kheej nyob rau hauv txhua qhov teeb meem uas koj yuav tsum xaiv ntawm peb txoj kev xaiv uas suab zoo ib yam, thiab koj tsis muaj sij hawm los yog xav mus dhia rau hauv cov ntsiab lus.

Qee lub sij hawm cov tuam txhab txhob txwm tshaj tawm qhov thib peb, tsis tsim nyog tus nqi kim los yuam koj yuav "ib yam dab tsi hauv nruab nrab." Koj xaus nrog cov khoom kim dua, tab sis koj zoo siab koj tsis siv nyiaj ntau dhau.

Framing nyhuv

Hauv lwm qhov kev sim, tib neeg raug hais kom xav txog kev sib kis thiab xaiv txoj haujlwm cawm neeg pej xeem. Hauv thawj kis, lawv tau muab cov kev xaiv hauv qab no:

• Txoj Haujlwm A yuav cawm 200 tus neeg (200 yuav dim, 400 yuav tuag).
• Program B nrog ib feem peb ntawm qhov yuav pab tau 600 tus neeg muaj sia nyob, thiab nrog rau ob feem peb qhov tshwm sim nws yuav tsis cawm leej twg li (1/3 - 600 tus neeg yuav dim, 2/3 - 600 tus neeg yuav tuag).

72% ntawm cov neeg koom tau xaiv txoj haujlwm A. Tom qab ntawd tib lo lus nug raug nug hauv ib lo lus sib txawv:

• Nrog txoj haujlwm C, 400 tus neeg yuav tuag tiag (dua, 200 yuav dim, 400 yuav tuag).
• Program D nrog qhov tshwm sim ntawm ib feem peb yuav cawm tau txhua tus neeg, thiab hauv ob feem peb nws yuav tua 600 tus neeg (thiab dua 1/3 - 600 yuav dim, 2/3 - 600 yuav tuag).

Tam sim no 78% tau xaiv txoj haujlwm D, txawm hais tias lub ntsiab lus yog tib yam, tsuas yog cov lus hloov pauv. Qhov no perceptual phenomenon yog hu ua "framing effect," thiab feem ntau siv nyob rau hauv kev lag luam.

Piv txwv li, yog tias cov chaw tsim khoom xav nthuav tawm lawv cov ncuav qab zib raws li cov khoom noj qab haus huv, lawv tuaj yeem sau rau ntawm lub ntim: "nrog tag nrho cov nplej" lossis "tsis yog-GMO". Nyob rau tib lub sijhawm, cov ncuav qab zib yuav muaj 500 kcal ib 100 g, ntau qab zib thiab rog.

Ntxiv mus, qhov kev nthuav qhia yuav tsis tsuas yog yuam kom koj xaiv cov khoom, tab sis kuj pom nws zoo dua.

Hauv lwm qhov kev sim, cov neeg koom tau muab nqaij nyug rau saj. Ib qho tau sau tias "75% nqaij ntshiab", lwm qhov "25% rog". Cov nqaij tib yam, tib lub ntsiab lus ntawm cov lus piav qhia, tab sis thawj tus yog ntau qab ntxiag rau tib neeg thiab zoo li tsis rog rau lawv.

Serial arrangement nyhuv

Cov nyhuv no yog txuam nrog peculiarities ntawm tib neeg nco. Yog tias koj sau cov ntaub ntawv hauv ib daim ntawv teev npe, ib tus neeg yuav nco ntsoov cov ntaub ntawv xa mus ua ntej (qhov cuam tshuam ntawm primacy) thiab qhov kawg (tshwj xeeb ntawm qhov xwm txheej).

Qhov no feature yog siv nyob rau hauv kev tshaj tawm los hais txog txhua yam khoom zoo. Cov txiaj ntsig tseem ceeb tshaj plaws yuav raug suav ua ntej lossis zaum kawg. Dab tsi nyob hauv nruab nrab, koj yuav tsis nco qab.

Cov nyhuv tib yam ua rau peb muab kev nyiam rau thawj cov khoom hauv daim ntawv teev npe. Ib txoj kev tshawb fawb xyoo 2007 tau pom tias cov neeg siv khoom muaj 2.5 npaug ntau dua yuav cov khoom lag luam thawj zaug hauv ib daim ntawv teev npe, txawm tias txhua qhov kev xaiv muaj cov yam ntxwv sib txawv.

Cov nyhuv primacy feem ntau ua ke nrog cov nyhuv thauj tog rau nkoj. Qhov no yog thaum koj tau txais ib daim ntaub ntawv, thiab ntsuas tag nrho cov ntaub ntawv tom ntej raws li thawj cov ntaub ntawv. Nyob rau hauv daim ntawv teev cov khoom nyob rau hauv lub website los yog txawm nyob rau hauv lub tsev noj mov cov zaub mov, cov khoom kim tshaj plaws yog muab tso ua ntej. Thiab txawm tias koj tsis yuav lawv, cov khoom seem yuav zoo li pheej yig rau koj piv rau thawj txoj haujlwm.

Tus nqi poob dej

Tus nqi poob dej ua rau tib neeg mus rau xyoo los txhawb cov phiaj xwm decadent. Ib tug neeg tsis tuaj yeem lees paub nws yog qhov ua tsis tiav, vim tias kev siv dag zog ntau tau nqis peev hauv nws. Txhawm rau lees txais qhov no yog kom tau txais kev mob siab dhau los ntawm kev siv sijhawm thiab cov peev txheej. Nws hloov tawm tias peb yuav tsum txuas ntxiv mus. Tsis muaj teeb meem dab tsi.

Nws yog damn phem, tab sis cov neeg lag luam tau pom tias yuav siv nws li cas los txhawb kev muag khoom.

Ua ntej, txhawm rau txhawm rau khi tus neeg yuav khoom, nws tau qhia ib ntus tias nws tau siv nyiaj ntau npaum li cas rau kev yuav khoom lossis kev pabcuam ntawm lub tuam txhab.

Qhov thib ob, lawv muab daim npav pub dawb 10 lossis 20th mus ntsib, ib khob kas fes lossis lwm yam ntxiv. Feem ntau, koj yuav tsis hloov lub tsev kas fes yog tias muaj ntau qhov cim tseg hauv daim npav loyalty ua ntej lub iav dawb, txawm tias koj tau pom lwm lub tsev lag luam uas kas fes pheej yig dua thiab tastier. Tom qab tag nrho, nws tsis yog rau tsis muaj dab tsi uas koj yuav cov tsib tsom iav!

Hyperbolic depreciation

Qhov no yog thaum koj npaj tau txais 100 rubles tam sim no, tsis yog 200, tab sis hauv ib lub lis piam. Thiab qhov no tsis yog qhov tsis muaj zog ntawm tus cwj pwm lossis infantilism. Peb lub hlwb yog tsom rau qhov kev txhim kho ntawm cov xwm txheej no.

Qhov no tuaj yeem piav qhia txog kev muaj sia nyob. Yog hais tias ib tug txiv neej ancient pom ib tug antelope, nws tam sim ntawd tua thiab noj nws, thiab tsis nco tus tsiaj, expecting ib yam dab tsi fatter. Hauv cov teeb meem ntawm kev ciaj sia, kev cia siab feem ntau txhais tau tias kev tuag los ntawm kev tshaib kev nqhis, uas yog nyob rau hauv peb qhov xwm txheej.

Lub luag haujlwm tseem ceeb ntawm tib neeg lub hlwb yog txhawm rau nce qib ntawm qhov khoom plig. Thiab nws nyiam ua tam sim no, tsis yog qee zaum tom qab. Ntxiv mus, nws hloov qhov no cia li, yog li koj tsis xav txog cov laj thawj thiab tsuas yog xav tau. Tam sim no.

Cov kab lus kawg feem ntau flashes hauv cov lus tshaj tawm: " txhim kho koj lub neej tam sim no", "yuav thiab tau txais khoom plig tam sim no".

Rau kev yuav khoom kim, cov neeg muag khoom siv tau tam sim no, them nyiaj tom qab. Piv txwv li, kev qiv nyiaj los yog ib qho kev npaj them nqi tsis tau them thawj zaug, uas ua rau koj txaus siab tam sim ntawd los ntawm kev yuav khoom. Thiab tsis muaj kev txom nyem los ntawm kev poob nyiaj.

Psychologically, nws yooj yim dua kom pom zoo rau cov xwm txheej zoo li no kom tshem tawm koj cov nyiaj tam sim ntawd. Yog li ntawd, qhov kev xaiv yuav tsis txhob txwm tshaj tawm.

Yuav ua li cas kom tsis txhob ad ntxiab

Txhua lub cuab yeej kev txawj ntse ua haujlwm zoo thaum koj tsis muaj sijhawm los yog kev xav los txheeb xyuas tus neeg muag khoom qhov kev thov. Siv ob peb lub tswv yim yooj yim kom kov yeej qhov no.

1. Tsis txhob maj mus yuav khoom. Ua ntej koj yuav ib yam dab tsi, tshwj xeeb tshaj yog tias cov khoom kim heev, ua qee qhov kev tshawb fawb. Rov xam cov nqi ntawm cov khoom los ntawm tus naj npawb ntawm grams, thiab tus nqi ntawm cov kev pab cuam los ntawm cov hnub, sib piv cov yam ntxwv ntawm cov xov tooj smartphones thiab cov muaj pes tsawg leeg ntawm cov ntaub, nyeem cov muaj pes tsawg leeg ntawm cov khoom thiab tshuaj pleev ib ce.
2. Tsis txhob ntseeg koj qhov kev xav, tsis ntseeg txhua yam. Intuition yog ib feem ntawm koj lub subconscious, nyob rau hauv uas slogans los ntawm kev tshaj tawm thiab lub tswv yim ntawm phauj Masha los ntawm lub qhov rooj tom ntej pw nyob rau hauv txawm kab. Nug koj tus kheej li cas koj paub tias cov khoom no zoo dua?
3. Nco ntsoov qhov koj tau txais cov nyiaj no. Suav pes tsawg teev uas koj siv tau nyiaj rau qhov no. Thiab tsuas yog tom qab ntawd txiav txim siab seb nws puas tsim nyog.
4. Xav txog yam koj yuav khoom: ib yam, xwm txheej, kev nkag siab ntawm zej zog, kev xav tias koj muaj kev ywj pheej, nplua nuj thiab tsim nyog ntawm nws? Thiab nco ntsoov, feem ntau kev yuav khoom yuav tsis hloov koj lub neej, txawm tias cov tshaj tawm qhia rau koj.