Think of the last time you went shopping. When you glanced through the product and the price, was your purchasing decision affected by seeing the price before the product, or (1)vice versa? That’s the question at the heart of the work of Uma R. Karmarkar, a neuroscientist and assistant professor in the Marketing Unit at Harvard Business School and her research partners.
“We were interested in whether considering the price first changed the way the brain coded the value of a product.” The researchers discovered that price primacy (viewing price first) makes consumers more likely to focus on whether a product is worth its price, and consequently can help (A)induce the purchase of specific kinds of (B) bargain-priced items. The research could help retailers and marketers frame the sales message to consumers.
The researchers conducted a series of experiments in which participants lay inside a functional magnetic (C) resonance imaging (fMRI) machine. In the first experiment, each participant was given $40 of shopping money before viewing a series of 80 products and their prices on a screen inside the fMRI machine. Most of the participants were in their 20s, and most of the products appealed to their demographic.
Sometimes participants saw the price first, and some- times the product first. But in every case, they eventually saw an image of both the product and the price presented (2) hand in hand. Then they indicated yes or no with the push of a button. The researchers focused on brain activity in the medial prefrontal cortex (deals with estimating decision value) and the nucleus accumbens (deals with whether a product is viscerally desirable).
The results showed that brain activity varied according to whether the participant had seen the price or product first. When the product came first, the decision question seemed to be ‘Do I like it?’ And when the price came first, the question seemed to be “Is it worth it?” They hypothesized that price primacy might increase the likelihood of buying product. However, before the retailers (3) go out of their way to lead with price, they need to know one last thing. “You can’t just try to fool people into thinking it’s a great price.” Says Karmarkar. If the discount is insignificant, then highlighting the price might do more harm than good.
試著回想上一次逛街的時候，當你的目光掃過商品和價格時，先看到價錢，再看到商品會影響你決定是否 購買商品嗎?還是反之亦然？這是哈佛大學商學院的神經科學助理教授，Uma R. Karmarkar 與她的研究夥伴們所感興趣的問題。
「我們對於消費者的決策行為很有興趣:當消費者先看到價格時，是否會改變大腦定義商品划算與否的方式?」研究者發現當消費者先看到價格時，比較容易 關注商品本身是否值得這個價格，因此可刺激消費者 對特定特價商品的購買行為。這個決定有助於零售業與行銷人包裝、行銷商品。
- Vice versa 反之亦然 唸成 [`vaɪs `vɚsə]，起源於拉丁語，注意尾音的唸法。
We should take into account the proposals of our staff and vice versa.
- hand in hand 一起、齊頭並進
Higher returns and higher risk usually go hand in hand.
Industrial progress should go hand in hand with the development of agriculture. 工業發展與農業發展密切相關。
- go out of one’s way 特地、作出額外努力
They went out of their way to help us.