Inertia thinking is a key password for "free" to change "paid"

□ This newspaper intern reporter Yan Liwen/Photo

Open the takeaway app, you may not see the food at first glance, but "congratulations to the red envelope", "large red envelope daily collar", etc. You need to handle the coupon interface manually. In these interfaces, various coupons such as "over 40 yuan minus 10 yuan" have a fixed scope of use. Originally, consumers only wanted to order about 20 yuan salad, but did not want to be better. The intensity allows consumers to be heartbroken. As a result, it may be that consumers add other side dishes after purchasing the salad of about 20 yuan in order to collect the coupon, or they did not find the salad in the end. Instead, they bought other coupons. Food, no matter which option, its final consumption amount may be close to 40 yuan.

In most people's eyes, free coupons are "unfortunate", and there are no losses to the products in the preferential area first. In fact, even if the products browsed by consumers have not been purchased, they also increase traffic and exposure. The seemingly free coupon is behind the way of the merchant's drainage. The inertia thinking of consumers is grasped. Although some preferential products are not urgent need for consumers, consumers will produce "for the addition of the use of coupons. The idea of ​​buying in advance "in advance. This phenomenon can also be explained by "bird cage effect".

"Bird Cage effect" is a famous psychological phenomenon, also known as "bird cage logic". Psychologist James and friends Karlson said, "I dare to bet, and will let you raise a bird in the near future." Karson didn't believe it, saying that he would not. After a few days, James gave Calson an empty bird cage, and Karson opened it with it, and placed the bird cage on his desk. The guests who visited asked where the birds raised by Karson were going. He explained over and over, and finally forced to buy a bird. In simple terms, the "bird cage effect" is that we will continue to add more things we do n’t need on the basis of accidental obtaining an item that did not need it.

In people's daily life, there are many such scenes: accidentally get a pet, in order to feed it, the food, nests, toys, etc. it needed on the shopping platform, and even went to the pet hospital to check the body. In Xiaohui, who has the same experience, although the kitten she raised was given by a friend, she spent more than 1,000 yuan in the cat -raising process, and reserved more and more pet cat products. These pet cat supplies were not in her shopping cart at first, and these items did not meet with her before receiving the kitten.

Do we have to buy cats, cat food and other products? The answer is obviously negative. Such products are replaceable and are not absolutely needed. However, in some forums, if someone asks "what needs to prepare for cats", netizens' replys are absolutely inseparable from cats toys, cat food and other products. In other words, there must be cats, toys, cat food and other products in the family of cats, which is already the inertia thinking of people. When Xiao Hui's family has a cat and no other cat supplies, she will give people an incomplete feeling, prompting her to buy products related to cats.

It is also a gift, but can you imagine that consumers originally planned to buy goldfish but raised turtles? When selling a small stall in a goldfish, some people presented the turtle after buying the goldfish, but the gift turtle had only one bag of turtle food. After the consumers who bought the goldfish and the boss communicated the breeding skills, they bought a breeding tank, decorative flowers and plants on the stalls, decorative flowers and plants. , Turtle food.

In fact, many businesses have used the "bird cage effect" to allow consumers to buy a bunch of things that I didn't want to buy, but if you think about it carefully, you may not need to be used every coupon. In the last bird, each cat has a cat toy ... Consumers' consumption behavior after jumping out of inertia may be more rational. For example, determine whether there is a preferential activity after buying a product. It is not necessarily a cat toy to play with cats. Of course, people cannot completely jump out of inertial thinking, but they can constantly form a good inertial thinking, and think about a few more steps before making any decision.

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