噓,別讓顧客知道原來你用了這一招!讓顧客開心又能提高單價和成交量的潛意識消費心理學


版本 Edition: 平裝書 Paperback
Price:
Sale priceHK$106.00 Regular priceHK$133.33
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In stock - dispatch in 3 working days
Product Info
Chinese Age Adult - Adult
平裝書 Paperback 352 pages 14.8 x 21.0 x 1.8 cm
Approx. weight: 0.5 kg
Publication date: 15 Dec,2021
Barcode: 9789860678345 真文化

More books in Chinese for Age Adult - Adult

Description

作者: 梅莉娜·帕默  |  譯者: 楊毓瑩


       ★★★你可能不知道:
  只要文案上加個數字,消費者就會購買三倍數量的士力架巧克力!
  跟客戶先介紹高單價而非低單價的商品,就能促使他們購買高價商品!
  改變菜單上的順序和描述,進貨成本較低的火雞肉銷量立刻成長了30%!
  顧客用餐結帳時,送二顆糖果比一顆得到的小費多出了五倍!
  失去一千元贈品的痛苦,比得到一千元贈品的快樂強烈兩倍!
 
  原來在銷售行為中,有那麼多打動顧客購買高單價、多買幾樣的潛意識祕密!而且還買得很開心!
 
  打動消費者的,不只是品質、價格、優惠,更重要的是整體的消費體驗:觸動他們買或不買的潛意識開關。這本書就是要告訴你,促成他們購買的開關在哪裡?如何避開阻撓他們購買的障礙?
 
  我們的大腦思考分為意識和潛意識,而潛意識決定了我們99%的日常行為,包括消費。所以,打動潛意識,就能讓顧客興奮掏出錢包、期待收到你的商品、無痛付款,且心滿意足離去。
 
  作者多年協助各規模的公司和企業,為他們設計完善的消費者體驗,並且長期研究最新的消費行為報告,在書中引用許多生動、有趣,甚至意想不到的案例和研究成果。本書分成三大部份:(一)說明大腦潛意識和意識的運作方式,(二)潛意識中會觸發或阻止消費的16種心理機制,以及(三)許多運用這些機制的真實銷售案例。
 
  看了這本書,你將學會活用其中幾種心理機制:
  ◎框架效應:怎麼說,比說什麼更重要
  ◎促發效應:平常只瞄一眼的廣告,會影響你未來的選擇
  ◎錨定與調整法則:給出一個數字,大腦做判斷時就會依賴它
  ◎損失趨避:比起加價購,消費者更不喜歡減價扣
  ◎終峰定律:消費過程中,顧客只會記得最開心(或痛苦)和結束的部份
  ◎互惠性:小小的驚喜,讓顧客從滿意升華到感動
 
  高明地搭配這些心理機制,不只可以讓顧客挑選高單價的商品,也能提高成交量。書中還有其他各種心理機制的組合和實際運用,讀了之後你會驚訝:「原來還有這一招!」


作者
 
梅莉娜·帕默(Melina Palmer)
 
  芝加哥職業心理學學校拿到行為經濟學碩士學位,並在德州農工大學人類行為實驗室擔任應用心理學教師。作者也是「機智事業」的創辦人和執行長,該節目提供了很多行為經濟學的議題,讓全球各種規模的公司都能學習與應用。作者獲獎的Podcast節目《機智事業:掌握消費者的購買心理》,收聽區域涵跨全球超過一百六十個的國家,也被多所大學和企業當作行為經濟學的教學和分析資源。身為全球應用行為科學家協會(GAABS)的一員,她在消費者研究協會(Association for Consumer Research)和法林研究所(Filene Research Institute)參與研究計畫,並為《Inc.雜誌》的行為經濟學與商業學撰寫專欄文章。
 
譯者
 
楊毓瑩
 
  臺大日文研究所畢業。喜歡分享各種知識、新資訊。
 
  譯作包括《90堂成功領導和有效管理大師班》《15分鐘的人生整理術》《別再假裝當好人很快樂》《家人使用說明書》《邊工作邊創業!》《高價或低價都會賺的訂價技術》等書。希望透過社群網路與讀者有更多交流。
 

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