Ukuziphatha okungafanele kwabathengi kungabantu

Uke uzenzele ipitsa elishibhile le-salami ku-pizzeria ekhoneni yize ubufuna kuphela inyama yenyama? Ingabe uzizwa unecala ecaleni elinjalo? Akudingeki. Konke kujwayelekile. Umuntu wenza ngokungaphatheki kahle. Yilokho umuntu owaziyo akushoyo ngoba i-irrationality kungumsebenzi wakhe: umnotho wokuziphatha Dan Ariely.

Iqiniso lokuthi kwenzeka kuye ukuthi athole imoto yezemidlalo esikhundleni seveni yomndeni ehleliwe egcizelela umqondo wakhe: "Abantu banokuzibamba okuncane kunalokho abakucabangayo." Isizathu sithi u-Ariely kumane kuyinkohliso. Udokotela wengqondo ubuye aqinisekise ukuthi isithombe somthengi onengqondo siyinganekwane UHans-Georgia Häusel, obhekene nokudluliselwa kokutholakele kocwaningo lobuchopho emibuzweni yokuziphatha komthengi:

“Ucwaningo lwamanje lobuchopho lusiphoqa ukuthi sicabange kabusha. Akukho zinqumo ezingathinti imizwa. "

UHans-Georgia Häusel

Ukuziphatha okungafanele kwabathengi: siyizidalwa zomkhuba

Isazi sezomnotho esiziphathe kahle u-Ariely uyazi nokuthi yini evimbela thina ekucabangeni. Umkhuba ungaphezulu kohlu. Ngokwendlela esithenga ngayo, lokhu kusho ukuthi: "Uma sesithole umkhiqizo onambitheka okuhle, sihlala sithenga into efanayo ngaphandle kokuphinda sicabange ngakho." UReinhard Geßl, umlobi osebenza naye ocwaningweni "Kungani abathengi ( cha) thenga i-organic ”, uyazi ukuthi u-Ariely ukhuluma ngani:“ Uma sithenga futhi sadla inyama evela e-Austria impilo yethu yonke, le nyama inambitheke kahle futhi akukubi ngathi. Njengomthengi, angiboni imiphumela yendawo yokufuya yezilwane ngoba angizwisisi. Ngakho-ke kufanele ngizitholele isizathu esizwakalayo sokuthi kungani kufanele ngiyisuse esikhundleni sayo inyama ebomvu. ”Iningi labantu liyahluleka ukukuvuma lokhu ngoba liyinkimbinkimbi. Ngakho-ke, abaningi bafinyelela ngentengo eshibhile, okuthi noma iyiphi ingxoxo ingadingeki. "Intengo eshibhile ingxabano enhle yokuthenga."

Ukuziphatha okungafanele kwabathengi: imithetho yesithupha nokunikezwa kwamahhala

Bese kuba khona ama-heuristic - amasu engqondo, imithetho yesithupha noma isifinyezo esisiza senze izinqumo ngolwazi oluncane nesikhathi. Isibonelo, abathengi bavame ukubheka i-organic supermarket njengento ephansi kakhulu ngoba inkampani ibandakanyeka noma ithanda izimpahla zesifunda, yize le ndawo ingenamthetho ngokuphelele. Ngokuvumelana nesiqubulo esithi: "Isifunda yikhona okutsha". UHans-Georgia Häusel, umcwaningi wengqondo, wokuthengisa, wokuthengisa nokuphatha uyazi izisusa zalokhu: “Isifiso sokuphepha ekhaya yisifiso esijulile kubantu. Imikhiqizo yesifunda ifeza lokhu kufisa. ”Ngasikhathi sinye, baphakamisa ukunakekelwa, ubuqiniso nokuvela kokungatholakali:“ Ngokungafani nokuthi “ukubanda”, ukudla okwenziwe ngentshiseko okuhlobene nezithako ezingezansi, ukuhaha kwenzuzo kanye nezinkampani. ”Imikhiqizo yesifunda izobe isakhiwa kanjani empeleni. akunandaba lapha - "Ukukholwa kwanele".

UGeßl uyazi ukuthi isuphamakethe ebunjiweyo yenqatshwa abathengi: "Uma uphendula umbuzo lapho uthenga i-organic yakho" engcono ", khona-ke uphendula ngokuthi" cha! "Ngoba uthenga esitolo esikhulu kuphela. Angiqondi lo mbono. Uma ngingenelisekile ngomkhiqizo, ngeke ngithenge enye ephansi kuzo zonke izigaba ngamakhompiyutha. “Ubuye uthenge imoto engcono uma ungagculisekile futhi ungayimbi kunayo yonke. U-Ariely uqinisekisa lokhu kunengqondo. Njengomthetho, uthi, ukuziphatha komuntu okungafanele komthengi kubuswa yizimpawu ezinkulu, ngokushesha, okuqhubekayo. Ithi: "Noma ngubani oshayela iPotor Boxer imvamisa ufuna u-911, ongumnikazi wendlu encane, enkulu."

Ukuphishekela kungenzeka, kodwa kuhambisane nokulahleka kokulingana. Ngemuva kwalokho-ke kungenzeka ukuthi wamukele kalula inani elingama-200 kuma-euro ama-euro ayizinkulungwane ezimbalwa bese uhlenga ivawusha ngosuku olulandelayo ukuze usindise amasenti angama-25 epeni elilodwa le-euro.

Ukuziphatha okungafanele kwabathengi: inkolelo-ze yobuhle

I-irrationality yethu ibonakala kakhulu endaweni yobuhle. Lapho, abaningi bathola ubunjiniyela bezakhi zofuzo kanye ne-stem cell therapy kuyajabulisa futhi bazimisele ukukhokha noma yiliphi inani. Ukukholwa kwenza okufanayo nalapha, kusho umholi womcabango ngemizwa ye-neuromarketing uHäusel: "Sikholelwa ekufundisweni kwezinkanyezi, sikholelwa empilweni emva kokufa, futhi sikholwa ukuthi ukhilimu ubulala imibimbi yethu. Ithemba nenkolelo ehambisanayo - ayikho inkolelo-ze - kuyingxenye ebalulekile yokuba khona komuntu. "Zombili izinqubo ezijulile zemizwelo:" Ngenkathi inkolelo idlulisela ukuphepha nokuvikeleka, ithemba lithembisa ukuthuthuka. "Futhi bakuphi? elise? "Ukukholwa kuxhumeke kakhulu ukulingana kwethu, uhlelo lwethu lwezokuphepha, sethemba kakhulu ohlelweni lwethu lokulindela umvuzo."

Kepha uthini isayensi, owaziwa ukuthi usebenza ngaphandle kwanoma imuphi umzwelo? U-Ökotest wagcina ukuhlola okhilimu bobuso obungamanani aphezulu ayi-2017 ngonyaka ka-22, kufaka phakathi izimboni eziyishumi nambili ezivamile neziyishumi izimonyo zemveloCreams. Ngenkathi bekungekho sikhalazo ngalokhu okugcina, imikhiqizo ejwayelekile yayiqukethe izithako eziningi eziyinkinga ezifana. B. Ukutholwa okuvela ku-Peg / i-Peg, i-organic halogen compounds, izihlungi ze-UV ezingathandabuzekiyo noma amakha allergic.

Kungani iningi labathengi lisasebenzisa izimonyo ezijwayelekile? "Kungenxa yokuthi okwamanje asikaboni ukuxhumana okuqondile phakathi kwemikhiqizo yobuhle nempilo yethu," kusho uSophia Elmlinger, umsunguli welevel izimonyo entsha ye-vegan Imiko. Sisabheka izimonyo njengemikhiqizo esiyisebenzisa kuphela ngaphandle.

Imivuzo kanye nelayisense lokuziphatha

Unesibopho sokuthenga noma ukungathengi, njengoba sazi ocwaningweni lobuchopho namuhla, amanani wokuhola angazi lutho wemikhiqizo. Manje ungacabanga ukuthi lokhu kunjalo ngabathengi abaluhlaza ukulondolozwa, Kepha akusilo iqiniso: Isisusa esinamandla yisifiso sokuhlonishwa okwengeziwe nabanye abantu, njengoba iRotterdam School of Management itholakala kanye namanyuvesi amabili ase-US.

Kepha kuba kubi kakhulu: uNina Mazar noChen-Bo Zhong baseNyuvesi yaseToronto bakhombisile ukuthi abathengi, ngemuva kokuqoqa amaphuzu angaphezu ku-“akhawunti yabo yokuziphatha” ngokuthenga okuphathelene nezinto eziphilayo, bakwenza lokho Egoist soguquko lwegciwane singalawuleka. Izifundo zokuhlola zisebenze ngokuzidela okukhulu uma ngabe ngaphambili zazikhathazwe ngemikhiqizo ye-organic. Kodwa-ke, uma bengabheki nje kubo kuphela, kodwa futhi bezithengile, baziphatha ngokungafani nabodwa futhi bakhohlise noma bantshontshe kaningi ezimweni zokuvivinya ezalandela. Ilayisense Yokuziphatha Igama lobuchwepheshe liyabizwa futhi lithi: Noma ngubani ophakamisa i-akhawunti yakhe yokuziphatha endaweni eyodwa yempilo ubona ilungelo lokuzivumela ukuthi ahambe nakwezinye izindawo. Ngandlela-thile akunangqondo. Kepha mhlawumbe ungathatha izintambo zokubheka konke?

Ukuziphatha okungekho emthethweni kwabathengi:
Imininingwane evela ku-neuromarketing

1. Izaphulelo ziqinisekisa ukuthenga - Izimpawu zesaphulelo ziqinisekisa ukukhushulwa okukhulu ekusetshenzisweni. Isikhungo somvuzo sivuselelwa ngenkathi isifunda sobuchopho esibhekele ukulawula sinciphisa imisebenzi yaso. Kwivivinyo, kufakwa amatafula amabili afanayo ahambisana nomswakama phambi kwesitolo. Ngakolunye uhlangothi lo mbhangqwana ubutholakala ngama-euro amathathu, eduze kwawo lokho okuthiwa kuncishisiwe kupake amathathu-pack ama-euro ayi-15. Ngaphandle kokubalwa okulula, amaphakethe amathathu athengwe ikakhulukazi.
2. Izibalo ezinhle ziyasishukumisela - Uma sibona imodeli enesibalo esifanele futhi emomotheka ngathi, lokhu kusebenze isikhungo semivuzo, esibhekele "ukufuna" kanye nomuzwa wenjabulo.
3. Ubuso buhlala - Uma ufuna ukukhunjulwa, uncika ebusweni, akusekho ku-logo. Ubuso busebenze izindawo zobuchopho ezihambisana nemizwa nokwakheka kwememori.
4. Silukhumbula uhlobo lomkhiqizo ekuqaleni - izivivinyo kusithwebuli se-MRI sibonisa ukuthi igama lomkhiqizo kungenzeka ukuthi likhunjulwe lapho lifiphaza esikrinini ekuqaleni kwendawo yokukhangisa.
5. Ukuguqulwa kwesithombe sohlobo lomkhiqizo - Ukuhlolwa lapho izifundo zinikezwe uCoca Cola noPepsi ukuba baphuze kukhombisa ngokusobala: Uma izihloko zezivivinyo zingazi ukuthi baphuzani, iningi lePepsi linambitha kangcono, bakusebenzisa ngokwazi umkhiqizo, uCoca Cola ,

Photo / Video: Ugogo.