What is the most amazing or shocking thing you know that most people don't?
有什么你知道但大多數(shù)人都不知道的驚人真相？
Debjit Saha Updated Aug 23
People fall victim to the Decoy Effect day in and out. They see it daily, go through it and yet do not realize.
人們一次次成為“誘導(dǎo)效應(yīng)”的受害人。他們?nèi)粘Ｉ钪谐？吹竭@種效應(yīng)，經(jīng)歷過(guò)無(wú)數(shù)次卻仍不知其中奧秘。
So you go to the movie night with your date, and on your way to the screen, you stop by at the popcorn counter to pick up a tub of delicious, buttery popcorn.
Lets say, you see only two options. A small bag for $3 or a large tub for $7.
所以假設(shè)你和約會(huì)對(duì)象要去看電影，然后在你看屏幕介紹挑選要看哪部電影時(shí)，你路過(guò)了賣爆米花的柜臺(tái)，想說(shuō)買桶美味的黃油爆米花。然后，你看到柜臺(tái)只有兩種爆米花選項(xiàng)。3美元的小桶裝和7美元的大桶裝。
Which one do you choose?
你會(huì)選哪個(gè)呢？
More often than not, you'll choose the small option for $3 - you will reason yourself that the popcorn is not healthy anyways with the butter in it - so lets get the smaller one and it is also 50% cheaper.
通常情況下，你會(huì)選3美元的小桶裝——你心里會(huì)這么想，爆米花里有黃油，反正不是什么健康食物——這樣的話，還是選小桶裝比較好，而且小桶裝（比大桶裝）還便宜一半。
“$7 feels like a huge rip-off especially for such an unhealthy snack”
“7美元的大桶裝感覺(jué)實(shí)在是太貴了，尤其對(duì)這種不健康的零食來(lái)說(shuō)?！?/span>
But what if we were given another option...
A medium for $6.50
但如果又給了我們一個(gè)選項(xiàng)……6.5美元的中桶裝呢？
All of a sudden the equation is totally changed. You would throw away all your health reasoning behind not buying the $7 version, that you had earlier.
You say: “For only 50 cents, I get a large over a medium!”
突然間，這個(gè)等式就完全變了。你會(huì)拋掉之前不買7美元大桶裝所有的健康顧慮。你會(huì)說(shuō)：“只要多付50美分，中桶裝就能變成大桶裝！”
And all of a sudden $7 provides you a great value. You are sold. Bam!
然后突然間，你覺(jué)得7美元的大桶裝更劃算。然后你就上鉤，大手一揮買了！
This is the Decoy Effect and you just fell victim to one of the very popular marketing ploys in the world.
這就是“誘導(dǎo)效應(yīng)”，恭喜你，你剛成為世界上最流行的市場(chǎng)營(yíng)銷策略的萬(wàn)千受害者之一。
Small businesses to large companies, all of them use decoys in their pricing to alter your decision making in order for you to spend more.
Here are some more examples:
從小公司到大公司，他們?cè)诙▋r(jià)產(chǎn)品時(shí)都有用到這種市場(chǎng)營(yíng)銷策略以改變你的決策，從而誘導(dǎo)你花費(fèi)更多。下為一些實(shí)例（decoy為誘餌選項(xiàng)）：
Last but not the least. Here is a special case of what is called a double decoy - a pricing decoy strategy for two different types of customers:
最后但也很重要的一點(diǎn)是。如下是一個(gè)被稱為“雙重誘餌”的特殊實(shí)例——針對(duì)兩種不同類型的顧客所使用的引誘性定價(jià)策略：
A budget consumer looking to upgrade would buy the iPhone 8 plus instead of the iPhone 8 as they would get more value by spending a little more.
比起iPhone8，想要升級(jí)設(shè)備的經(jīng)濟(jì)型消費(fèi)者會(huì)選買iPhone 8 plus，因?yàn)橹挥枚嗷ㄒ稽c(diǎn)錢就能得到更多價(jià)值。
And a person who would have anyways bought the Plus edition of the iPhone would not spend a little extra to get the top of the line model, as the Plus used to be the top of the line earlier with iPhone 6 and 7 :-)
而如果一個(gè)總是買iPhone Plus版的人是不會(huì)為最新型號(hào)多花一點(diǎn)錢的，因?yàn)樵谥暗膇Phone 6和7中，Plus版總是最新型號(hào)。:-)
Update: I would like to add another cool decoy pricing example. I was recently on biggerpockets[dot]com researching some real-estate investment deals.
更新內(nèi)容：我想再加個(gè)很酷炫的引誘性定價(jià)事例。我最近在biggerpockets.com網(wǎng)站上研究些房地產(chǎn)投資交易。
That’s when I landed on the sales page for their in-house e-book and here is what it looks like:
我登錄查看了它們網(wǎng)站內(nèi)部的售價(jià)頁(yè)面，詳情見(jiàn)下：
That’s not one, not two but three decoys to sell one single package. The discount seals the deal.
這不是用一個(gè)或兩個(gè)，而是用三個(gè)誘餌選項(xiàng)來(lái)引誘人們買全包版。折扣價(jià)讓人們更傾向買第四個(gè)全包版的選項(xiàng)。
（譯注：全包版是前三個(gè)選項(xiàng)有的它都有，再額外加個(gè)所謂的“bonus”別的產(chǎn)品）
Kevin Riemer Jun 24, 2018
The decoys are particularly baffling to me in the case of fast food restaurants where free drink fill-ups are available regardless of cup size and yet people continue to purchase the large cup of soft-drink paying the additional cost.
誘餌營(yíng)銷特別讓我困惑的是快餐店案例，在快餐店，不管你選擇多大的杯型，你是能免費(fèi)續(xù)杯的，但人們卻仍選擇額外多花點(diǎn)錢買大杯型的軟飲料。
Full Disclosure: It was our 34th wedding anniversary last week and my wife and I celebrated with our traditional DQ ice cream treat. This year I wanted a Blizzard with sizes; small, medium, and large.
大公開(kāi)：上周是我們結(jié)婚34周年的紀(jì)念日，我老婆和我都是去冰雪精靈（Dairy Fairy）吃個(gè)傳統(tǒng)口味的冰淇淋來(lái)慶祝。今年我想吃暴風(fēng)雪冰淇淋（Blizzard），有三個(gè)杯型可選：小、中和大。
The small cup was really too small to share, the medium cup was only $0.50 less expensive than the large, and the large cup (which we bought) was just too damn large. And so, if this were a card trick, and we knew the ace of diamonds was being forced on us, we still “chose” to pick the ace of diamonds. Knowledge is not so much power as the entry lane to frustration.
小杯的真的太小了，沒(méi)法跟人分享著吃，而中杯的只比大杯裝的便宜50美分，但大杯的有忒大了（但我們最終買的是大杯）。如果這是在表演紙牌戲法，即使我們知道方塊A是強(qiáng)迫加給我們的，我們?nèi)詴?huì)“選擇”方塊A。知識(shí)與其說(shuō)是力量，倒不如說(shuō)是通向挫敗沮喪的入口。
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