你以为占了便宜，其实落入了陷阱！TED科普短片为你拆解商家让
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:06 | You're about to buy some bargain bin headphones when you spot a real bargain. | 你要买一些便宜的耳机 当你看到一个真正的便宜。 |
| 0:12 | This pair is more expensive, but it's selling for half its usual price. | 这对更贵,但以一半的通常价格出售. |
| 0:18 | Surely this is the better buy, right? | 这肯定是更好的买,对不对? |
| 0:21 | It's possible. | 这是可能的。 |
| 0:22 | However, it's also possible you're falling for a psychological trick | 不过,你也有可能爱上心理诡计 |
| 0:28 | retailers use to influence what you buy and what you're willing to pay. | 零售商用来影响你购买的东西和愿意支付的东西. |
| 0:34 | From the late 1800s, economic theory often assumed that consumers were rational actors | 从1800年代后期开始,经济理论往往认为消费者是理性的行为者 |
| 0:41 | who pursued the optimal financial choice. | 他们追求最佳的财务选择。 |
| 0:44 | But while consumers are reasonably rational on average, | 但是,虽然消费者平均合理合理, |
| 0:48 | they're also vulnerable to impulse purchases, savvy salespeople, | 他们也容易被冲动购买, 温柔的销售人员, |
展开字幕全文（79 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | You're about to buy some bargain bin headphones when you spot a real bargain. | 你要买一些便宜的耳机 当你看到一个真正的便宜。 |
| 2 | This pair is more expensive, but it's selling for half its usual price. | 这对更贵,但以一半的通常价格出售. |
| 3 | Surely this is the better buy, right? | 这肯定是更好的买,对不对? |
| 4 | It's possible. | 这是可能的。 |
| 5 | However, it's also possible you're falling for a psychological trick | 不过,你也有可能爱上心理诡计 |
| 6 | retailers use to influence what you buy and what you're willing to pay. | 零售商用来影响你购买的东西和愿意支付的东西. |
| 7 | From the late 1800s, economic theory often assumed that consumers were rational actors | 从1800年代后期开始,经济理论往往认为消费者是理性的行为者 |
| 8 | who pursued the optimal financial choice. | 他们追求最佳的财务选择。 |
| 9 | But while consumers are reasonably rational on average, | 但是,虽然消费者平均合理合理, |
| 10 | they're also vulnerable to impulse purchases, savvy salespeople, | 他们也容易被冲动购买, 温柔的销售人员, |
| 11 | and other external factors that make them, well, | 以及造成这些现象的其他外部因素, |
| 12 | irrational. | 毫无道理 |
| 13 | 20th century psychologists investigating these factors | 20世纪心理学家调查这些因素 |
| 14 | learned that human decision-making is rarely perfectly logical. | 了解到人类的决策很少是完全合乎逻辑的。 |
| 15 | And by the 1970s, this research informed the birth of behavioral economics, | 到了20世纪70年代,这项研究为行为经济学的诞生提供了信息, |
| 16 | a new field exploring the intersection of economics and psychology. | 一个探索经济学和心理学交汇的新领域。 |
| 17 | Behavioral economics operated off a new assumption | 行为经济学是根据新的假设运作的 |
| 18 | introduced by economic sciences laureate Herbert Simon. | 由经济科学奖得主赫伯特·西蒙介绍. |
| 19 | His model, called bounded rationality, | 他的模型,叫做有界理性, |
| 20 | argued that consumers have limited information, limited time, | 认为消费者的信息有限,时间有限, |
| 21 | and various psychological constraints that lead them not to the optimal financial choice, | 以及导致他们无法做出最佳财政选择的各种心理制约因素, |
| 22 | but simply one they feel good about. | 但只是他们觉得很好。 |
| 23 | So how do we decide what's good enough? | 那么,我们如何决定什么是好的? |
| 24 | Rather than using logic, behavioral economists say we fall back on heuristics, | 而不是用逻辑, 行为经济学家说,我们倒退 的heuristic, |
| 25 | mental shortcuts for making decisions easier and faster. | 思维上的捷径 让决策变得更简单更快 |
| 26 | For example, the anchoring heuristic suggests that the first piece of information you get | 例如,锚定的heuristic认为,你得到的第一块信息 |
| 27 | becomes your baseline for future decision-making. | 成为你未来决策的基线 |
| 28 | So if a menu's first item costs $50, | 所以,如果菜单的第一个项目 花费50美元, |
| 29 | you'll compare other prices against that reference point. | 比较一下其他价格 |
| 30 | Psychologists like Daniel Kahneman thought heuristics predict many consumer choices, | 丹尼尔·卡恩曼等心理学家认为 休眠学预测了许多消费者的选择 |
| 31 | which means they can be manipulated to control them. | 这意味着他们可以被操纵来控制他们。 |
| 32 | Case in point, while those discounted headphones might be 50% off, | 举例来说,那些打折扣的耳机 可能会掉50%, |
| 33 | it's also possible the original price was inflated to begin with. | 也可能是最初的价格被夸大了 |
| 34 | Anchoring is just one of many heuristics retailers exploit. | 钓鱼只是许多热力零售商中的一种。 |
| 35 | Consider this. | 考虑一下 |
| 36 | Which of these cleaning products would you buy? | 你买什么清洁用品? |
| 37 | How about now? | 现在呢? |
| 38 | Both are equally effective and basically cost the same, | 两者都同样有效 基本上成本相同 |
| 39 | but careful language and pricing makes one more appealing. | 但谨慎的语言和定价更具有吸引力。 |
| 40 | This is the framing effect, | 这就是框架效应, |
| 41 | and it's one of several psychological phenomena that short-circuit our ability to assign value. | 它是一个 几个心理现象 短路我们的能力 分配价值。 |
| 42 | Here's an example of another. | 这是另一个例子。 |
| 43 | Some American grocery stores tried encouraging customers | 一些美国杂货店试图鼓励顾客 |
| 44 | to bring reusable shopping bags by offering a 5-cent credit, | 通过提供5美分的信贷,带来可重复使用的购物袋, |
| 45 | but this proved less effective than charging a 5-cent fee for using disposable bags. | 但事实证明,这比对使用一次性袋收取5美分的费用要低。 |
| 46 | In other words, the desire to avoid losing 5 cents was more motivating than gaining 5 cents. | 换句话说,避免损失5美分的欲望比获得5美分更有动力. |
| 47 | This is called loss aversion, | 这叫做厌恶损失 |
| 48 | and retailers trigger this fear of losing value | 和零售商 触发这种恐惧 失去价值 |
| 49 | by emphasizing a sales scarcity or looming deadline. | 通过强调销售稀缺或即将到来的最后期限。 |
| 50 | All these tactics suggest our perception of value | 所有这些战术都暗示了我们对价值的看法 |
| 51 | is more important than what something is actually worth. | 比实际价值更重要 |
| 52 | And that effect goes deeper than you might think. | 效果比你想象的要深 |
| 53 | In a 2008 study, subjects were put into MRI machines | 在2008年的一项研究中,课题被放入核磁共振仪 |
| 54 | and treated to samples from five bottles of increasingly expensive wine. | 并用五瓶越来越贵的葡萄酒 做样品处理 |
| 55 | Participants reported preferring the expensive samples, | 与会者报告说,他们更喜欢昂贵的样品, |
| 56 | and MRI images confirmed this claim. | 核磁共振图像证实了这一说法。 |
| 57 | But in reality, they only tasted three bottles, | 但实际上 他们只尝到三瓶 |
| 58 | with the two cheapest pulling double duty as the two priciest. | 两个最便宜的双重义务 做两个最可爱的。 |
| 59 | Of course, retailers don't just manipulate your perception. | 当然,零售商不只是操纵你的认知。 |
| 60 | They control the spaces you shop. | 他们控制了你的店面 |
| 61 | Supermarkets often place high-margin items at eye level | 超市往往把高边际物品放在眼界 |
| 62 | and design stores to guide you past them. | 和设计商店 引导你通过它们。 |
| 63 | 行为经济学家Richard Thaler和法律学者Cass Sunstein | |
| 64 | call this subtle product placement nudge theory, and it works online as well. | 将这种微妙的产品布置推移理论称为“微软理论”,它也在网上运作。 |
| 65 | Sites might nudge you by suggesting related items to purchase, | 网站可能会通过建议购买相关物品来影响你, |
| 66 | or by pre-selecting add-ons. | 或通过预选附加. |
| 67 | So if retailers are boxing you in, what can you do about it? | 所以,如果零售商 拳击你, 你能做什么呢? |
| 68 | First, shop slower. | 先慢一点 |
| 69 | Heuristic-based decision making is quick and instinctive, | 高压决策是快速和本能的, |
| 70 | so slowing down to run the numbers can pull back the curtain on a flashy deal. | 因此,慢下来运行数字 可以拉回幕后 在一个闪亮的交易。 |
| 71 | Deciding what a product is worth to you before shopping can help set your own anchors. | 在购物可以帮助建立自己的主播之前,先决定一个产品对你的价值. |
| 72 | And always ask yourself why you want this deal. | 你总是问自己为什么想要这个交易 |
| 73 | Buying something just because it's a bargain | 买东西就是为了讨价还价 |
| 74 | means you might not be in control of your choice. | 这意味着你可能无法控制你的选择。 |
| 75 | Above all, remember that retailers and advertisers aren't just selling products. | 最重要的是,记住零售商和广告商 不只是销售产品。 |
| 76 | They're designing your choices. | 他们在设计你的选择 |
| 77 | And once you understand the psychology behind their designs, | 一旦你明白他们设计背后的心理 |
| 78 | you might gain something even more valuable than a discount— | 你可能会得到比折扣更有价值的东西... |
| 79 | the ability to choose on your own terms. | 能够自己选择 |
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