又被套路了 | 疯狂剁手不是你的错

双十一想买?是不是怀疑你的灵魂在作怪?看看这篇文章你就明白了!

11月一到,上到新闻报纸地铁广告,下到朋友圈日常水群和你的大姑,都在疯狂提醒你该上马云网过节了。

我司的体验分析师妹子们,本来就会观察和思考生活的各种细节体验,所以双十一临近简直被洗脑,用六条的话说“老娘闭上眼都是打折页面的红色紫色橙色”。

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最后艾体验的妹子们秉着我不入地狱谁入地狱的觉悟,刷了一周马云网,在双十一之前整理出三大被套路的消费心理

| 套路一:过节花钱,天经地义

2009年以前,中国人民的11月只能留给天蝎射手宝宝过生日,以此为界限,一个豪吞百亿的双十一购物节巨兽诞生了。

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而硬生生造了一个节,并且让全国人民过节,就是第一个最大的套路

把打折促销营造成一个节日,效果大概就是:走过大街小巷,每个人的嘴里,都说着一句话,就是过双十

消费者是容易从众的,在这种人人过节的气氛里,上网买买买已经成为一种很强的社会认同。有多少人在最近一周聊起双十一然后无数次打开购物App呢?

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美国一项消费者行为学研究曾指出,在特定时间点的购物节日里,消费者对产品和服务的体验会产生一种期待,只有完成下单,幸福感才能达到峰值。

这种幸福,不是占便宜、排长队,而是兑现劳动价值、实现物质梦想。我们天生就对购物和节日这种天然正义的完美组合拒绝不了,想不买都不行啊。

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此外,大家的心理账户的额度会不知不觉因为“过节”“折扣”“买买买”这样的关键词悄悄咪咪地提高了不少。

在节日的刺激下,人有多大胆账单有多大产,一口气买多两套衣服、去抢平时不太需要又想买的小玩意儿,超预算变成了可以接受的事情。

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▲ 深谙此道的信用卡公司直接给你提高现实账户额度

比如公司的小张,10月底工资一出就打算双十一花一半出去,“双十一肯定要买啊!反正便宜,多买点也没关系啊,以后也用得上”。一步两步,似魔鬼的步伐,小张就被套牢了。

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| 套路二: 红包券和打折相比,高了不止一个段位

也许一开始淘宝在手机上的图标穿了条双十一的裤子你还不以为意,直到你的微信群开始刷这个:

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从让人眼睛一亮的抓猫猫领券、分享好友一起领红包,再到最原始的调好闹钟整点去抢红包火山、每个店的满减红包券。

这些活动不断炒热双十一,让你不知不觉一天逛三次加了无数购物车,其实背后的套路比你想的还要深

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这里运用了一条和努力、珍惜有关的心理学。

首先,同样都是给用户优惠,领券这种需要自己主动去收集、努力获得的优惠,其实会给人造成一种强大的心理效应费劲周折才得到某样东西的人,比轻轻松松就得到的人,对这件东西往往更为珍视

这是一条被广泛验证于追妹子的真理,而在双十一上,高高兴兴抢来的1、2块的券,它依然充满魔力地影响着我们。

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比如公司的小J,跟风分享给好几个好友完成任务领红包,加起来都没有10块,但是小J想着折腾了那么久领的券,不用有一点可惜,就看了好久哪些生活用品可以用券,其实原来根本没有这方面的预算。同样是优惠券,吃饭的时候满300赠的下次减50的券,就在抽屉里堆了很多张过期的。

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此外,红包和满减券能给人营造更进一步的去货币化感知。

多项研究指出,现金支付会产生痛苦而对消费产生抑制作用,而使用信用卡、网上支付等去货币化支付手段时,购买的决策时间会显著地变短,购买的金额也会显著地增加。

回头来看为什么发红包、满减券会比直接打折更好呢?因为打折给人的感知是我支付的更少了,而代金券却让人觉得自己可支配的资金变多了。

同时,现金、账户余额和代金券余额多个概念混淆,会进一步降低人对真金白银的感知,造成的后果自然是买买买更痛快。

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| 套路三:抢不到的永远在骚动

限量这个词,拥有着没人能抵抗的魔力。在以前,限量也许只能用来形容高高在上的奢侈品或者大玩饥饿营销的品牌。而在双十一,价格引发的绝对供不应求成为了11月最性感的一场竞争和厮杀。双十一的夜晚,是全中国人民的不眠夜。

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一项美国黑色星期五的研究指出,一般来说,大家都不喜欢人山人海的感觉。

但一旦人群之中产生了竞争的气氛,消费幸福感就会被大大地提升。甚至,渴望拥有一件所有人都在争抢的东西,就是人类的本能。

写到这里好像突然明白了为什么有些妹子会大战小三五百年只为抢回屡次出轨的渣男。

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六条在前些年双十一的时候,听闻优衣库的牛角扣大衣很难抢,想着整一件也不错,就加入了0时秒杀的人群。

但是她万万没想到的是,12点一到非常轻松顺滑地就到了付款的页面,给钱的前一刻脑子还想着其实我也不喜欢啊

但她想到这可是用自己惊人的手速抢回来的、大家都觊觎的大衣,她还是痛快地买下来

于是这件和衣柜风格0重合的大衣成了她最无处搭配的烦恼。

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而今年的她,在打开其实犹豫买不买的护肤套装预购链接时,发现预购售罄了,还是爆发出了宛如夹到10根头发的哀嚎,下一秒立刻冲去店里加购物车调闹钟告诉自己一定要抢

这就是所谓人类的本能啊。

放弃抵抗吧,真的,剁手不是你的错。

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写完这篇文章,小妹们已经摩拳擦掌养精蓄锐准备好今晚的战斗了

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