在肯德基、麦当劳点餐会发现，单点“汉堡+鸡翅”需要 32 元，而只要再加 5 元，就可以买到“汉堡+鸡翅+薯条+可乐”这样的套餐。套餐比单点看起来便宜很多，商家几乎“白送”了薯条和可乐，但其实你本来只想吃汉堡和鸡翅，只因觉得“实惠”才点了套餐，笑到最后的是商家，它通过这样的方式让你在不知不觉中多花了很多钱。这是一种怎样的销售策略呢？如何识破它？

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新闻正文（BBc）

The trick that makes you overspend

When you buy a cup of coffee, you might have noticed that of the three size options — small, medium and large — the medium-sized serving often costs almost as much as the large. Given the apparent bargain, have you ever opted for the biggest and most expensive option?

当你买咖啡时，你可能会注意到，在大、中、小三个规格中，中杯通常与大杯的价格差不了多少。考虑到买大杯显然更划算，你是否曾经选过最贵的大杯咖啡呢？

If so, you have been nudged by a cognitive bias known as the “decoy effect”, in which the deliberate presentation of an additional, slightly less attractive option — in this case, the relatively expensive medium-sized coffee — pushes you to pay out more money than you would have rationally chosen.

如果是的话，你就已经被一个名为“诱饵效应”的认知偏差操控了。其中，一个刻意展示的、稍稍逊色的额外选择——在这个案例中指的就是那杯单位价格更贵的中杯咖啡——会让你比理智选择时多花一笔“巨款”。

The decoy effect shows us just how easily our judgement is swayed by the context in which the facts are presented — even when that additional information may have no bearing on the overall judgement.

诱饵效应告诉我们，我们的判断是多么轻易地就会被事实所处的情境动摇，即使（情境中）额外的信息与整体判断或许毫无关联。

By learning about the decoy effect, you may become less susceptible to this unconscious influence. You may even discover ways to put it to your own use as a tool for persuasion.

通过了解诱饵效应，你或许就可以不那么容易地被这种察觉不到的影响所左右。也许你甚至可以找到一些方法，将诱饵效应变成自己说服别人的工具。

If you are discussing travel plans with friends, for instance, and haven’t decided yet where to go, you might present two alternative arrangements at your city of choice, but one with a slightly more expensive hotel. Even if your friends might have otherwise selected a different location, the comparison might just prime them to opt for your preferred option.

举个例子，如果你和朋友们正在讨论旅行的计划，而且还没有决定去哪里，那你就可以向他们展示在你心仪的城市旅游时可以考虑的两个备选安排，但是其中一个计划里的酒店住宿费要稍贵一些。这样一来，即使你的朋友原本可能选择了另一个地方（去旅游），但是上面的比较或许能让他们提前被暗示，并最终选择你心仪的那个选项。

Just don’t be a victim of it yourself. Whether you are buying headphones or deciding on a retirement plan, deliberately ask whether you are really choosing the option you need or want, with the attributes you were originally seeking, or whether you were distracted by a deliberately unappealing alternative. Like an expert sniper trained to avoid false targets, you may find that your judgement suddenly becomes a lot more incisive.

就是注意别把自己也弄成了诱饵效应的受害者。无论你是在选购耳机，还是在选择一个退休的方案，别忘了问自己，你是不是在选一个自己需要或者想要的选项，这个选项是否具有你原本就在寻求的品质；或者你是否被一个刻意设计出来而略逊一筹的替代品给分散了注意力。就像专业的狙击手经过训练学会避开错误的目标一样，你或许会发现自己的判断力突然变得更加敏锐。

重点词汇

opt for 选择

D92外刊阅读:识破让你花销过多的诡计

The trick that makes you overspend

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