A Marketer’s Guide to Behavioral Economics(一)

[1] “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.

单词注解

supposedly [sə'pəʊzɪdli,sə'pəʊzədli]

used when saying what many people say or believe is true, especially when you disagree with them 据说，据称；一般相信，一般看来
How could a supposedly intelligent person be so stupid?
一个所谓的聪明人怎么会这么愚蠢？
Anne is coming for a visit in March, supposedly. 据说安妮3月份要来探访。

incentive [ɪn'sentɪv]

something that encourages you to work harder, start a new activity etc
�激励；动力；鼓励
create/provide/give sb an incentive
Awards provide an incentive for young people to improve their skills. 奖励是一种激励手段，鼓励年轻人努力提高自己的技能。
incentive to do sth
Famers lack any incentive to manage their land organically农场主没有任何动力去采用有机耕作法。
financial incentives 财政刺激
Taking financial incentives is a good way to for workers to work hard.

inadvertent /ˌɪnədˈvɜːtənt/

An inadvertent action is one that you do without realizing what you are doing. 无意的
He government has said it was an inadvertent error.
政府声称那是无意的过失。
【1】买二送一的活动和延期付款预约购物计划变得很普遍，因为它们很有用，不是因为市场营销者进行了科学研究，表明人们比起同等价格的折扣更喜欢一个有可能地免费激励，或者当人们考虑到未来的结果时，他们通常表现的不理性。但是营销在使用行为经济原则时无意地起了领导作用，很少有公司以系统的方法使用他们。在这篇文章中，我们强调四个实用技术，，他们成为市场营销者工具的一部分。