詼諧的語言,生動的內(nèi)容一分鐘快速掌握科技最新動態(tài)
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Ads Convince Consumers Of Nonexistent Experiences
"似曾相識"的廣告
One way advertisers
convince us to buy something is to remind us that we’ve enjoyed their product before. Unfortunately, we can not have fond memories of a product that we’ve never even had. Or that doesn’t even exist.
廣告商說服我們購買其產(chǎn)品的手段之一便是喚起我們對其產(chǎn)品曾經(jīng)的好感。可惜,我們就對從未用過的或者根本不存在的東西感興趣。
A hundred
volunteers looked at print ads for Orville Redenbacher's "Gourmet Fresh"
popcorn—a variety that researchers made up. Some subjects saw an ad with a vivid description of the brand's “big white
fluffy kernels." Others saw a less evocative ad.
研究人員編造了各種瑞等巴克【注1】“新鮮美味”爆米花的平面廣告讓100志愿者觀看。一部分受試者觀看的廣告有生動的“飽滿,潔白,松軟的爆米花”品牌描述,其他人看的廣告則平淡些許。
A week later, subjects who saw the vivid ad were twice as likely to believe they'd tried this
fictional product as were subjects who saw the plain ad. In fact, the believers were as confident that they had tried the popcorn as were people who actually ate popcorn after seeing the fake ads. The study is in the Journal of Consumer Research. [Priyali Rajagopal and Nicole Votolato Montgomery. "Imagine, Experience, Like: The False Experience Effect.” Link to come.]
一周后,觀看生動廣告的受試者比觀看普通廣告 的更相信自己曾嘗試過這種虛構(gòu)的產(chǎn)品。而事實上,在看過這些編造的廣告后,受試者和曾今的確吃過的人一樣---堅信自己嘗試過這種爆米花。該研究發(fā)表在 《消費者調(diào)查》期刊上。[《想象,經(jīng)驗,好感:虛假的經(jīng)驗效應(yīng)》,Priyali Rajagopal 和 Nicole Votolato Montgomery文]
Previous marketing surveys have shown that if you think you've tried something before, you tend to like it more and you're more likely to buy it. So next time you're about to grab a product that you know you love, stop and think: have you actually tried it? Or have ads just made you think you did.
之前的市場調(diào)查顯示,在同等產(chǎn)品下,你會對你認(rèn)為曾經(jīng)用過的產(chǎn)品更有好感,也更愿意去購買它。所以下次你想購買喜歡的產(chǎn)品時,先停下來想想自己是否真的用過,或者是這些廣告讓你覺得似曾相識。
—Christopher Intagliata
注1: 瑞登巴克(Orville Redenbacher),它成功地讓顧客相信其爆米花和其他普通產(chǎn)品不同。 公司首先著手開發(fā)一種真正與眾不同的產(chǎn)品——一種混合爆米花,它的谷粒比現(xiàn)有其他品牌產(chǎn)品中的谷粒多爆10%的米花。然后,瑞登巴克為其品牌設(shè)計了一個簡 單的品牌主張:“爆得更多”,并輔以一幅照片,上面有一個滿盛著爆米花的大碗。
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