SKU: 21061844348

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

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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: : 30% 99% 16 Melina Palmer PodcastGAABSAssociation for Consumer ResearchFilene Research InstituteInc. 9015

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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SKU: 21061844348

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Based on 18 reviews
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Lana T
Grantham, US
★★★★★ 5
Quite nice and very functional
Size: 7.7" x 7.7" x 1.7", Color: Grey (Metal Silvered), Size: 7.7" x 7.7" x 1.7", Color: Grey (Metal Silvered)
Elegant and substantial - this valet catch all for your night stand or dresser is quite nice and very sophisticated. Sleek and soft brushed suede like material. It was packed well, and is quite nice to keep miscellaneous items corralled together. I’m very pleased and would recommend.
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Reviewed in the United States on February 15, 2025
C
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Cali Mom
West Palm Beach, US
★★★★★ 5
Perfect size, high quality
Size: 7.7" x 7.7" x 1.7", Color: Black (Metal Silvered)
I had a previous catch all tray that I bought on amazon, it used buttons on the 4 corners to turn a flat cardboard into a tray. Over time, the catch all tray got filled up, not just with a wallet, keys and eyeglasses but eventually business cards and other knick knacks. With all the items inside the tray, sometimes the buttons would start to pop out. It wasn't awful, more of an annoyance. But it was time for me to find a more durable tray. I looked on amazon and added 6 different trays that had "potential" into my shopping cart. Then I carefully evaluated each one and deleted them out of my cart until there was only one left. Some had multiple compartments. Some were larger than this one. I felt the ones with compartments would limit my ability to put the things I want in there. Also, I didn't want it so big that it took up too much desk space. Ultimately, I felt this was the perfect size. I'm extremely happy with it, the quality is really nice and it looks and feels durable. No more loose buttons and spilled knick knacks.
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Reviewed in the United States on October 14, 2024
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Denise
Whiting, US
★★★★★ 5
Keeps clutter away
Size: 7.7" x 7.7" x 1.7", Color: Black (Metal Silvered)
This works great to corral all my notes I write on post its or small notes. Keeping them hidden from the desk top b/c or the depth but still visible to me. Much better than keeping on the plotter. Looks great in quality .
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Reviewed in the United States on October 25, 2025
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MovieGuy
Fort Morgan, US
★★★★★ 5
Attractive, Simple, And Well-Made
Size: 7.7" x 7.7" x 1.7", Color: Orange (Metal Glided)
I use this as a "catchall". A place to stash things like my wallet and keys when I enter the door, so that I don't use them (I had been prone to that!). It serves it's purpose well. It's both sturdy and attractive, and a good size for a "catchall". Recommended for those like me who need such things.
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Reviewed in the United States on April 8, 2024
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Kirstin Gramith
Omaha, US
★★★★★ 4
Good quality, orange color
Size: 7.7" x 7.7" x 1.7", Color: Orange (Metal Glided), Size: 7.7" x 7.7" x 1.7", Color: Orange (Metal Glided)
The quality is surprisingly good but the color is much more orange toned in person.
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Reviewed in the United States on April 17, 2024

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