雙十一背后的消費心理The consumption psychology behind double eleven
為什么我們愛買買買泥张？為什么會出現(xiàn)非理性消費果正，以下我想從心理學的角度來分析一下雙十一的購物行為晾浴。以下將涉及到幾個心理學的術語：Why do we buy? Why irrational consumption occurs? I would like to analyze the shopping behavior of double eleven from the perspective of psychology. Several psychological terms will be involved:1.稀缺性沖動 Scarcity impulse? ? 在舊石器時代肥惭，人們靠狩獵和采集為生舅巷，人們的主要任務就是將周圍各種可能有用的東西帶回家套硼。人們看到任何有利于生存的東西，即使暫時還用不到它們膏执，也要存起來以備不時之需驻售。因為人們擔心一旦錯過，可能久再也不會遇到這件東西更米。
1.Scarcity impulseIn the paleolithic period, people lived by hunting and gathering, and their main task was to bring home all kinds of possible useful things around them. People see that anything would conducive to survival, even if they do not use it for the time being, they would save it for a rainy day. Because people worry that if they miss it, they may never see it again.? ? ? 即使現(xiàn)在物質(zhì)并不匱乏欺栗，但是在面對稀缺品的時候，人們與生存相關的焦慮感仍然會被喚醒，導致我們想去擁有那些稀缺的東西迟几。當我們看到50%折扣的標簽時消请，稀缺性沖動就被喚醒了。這種感覺就是类腮，我們現(xiàn)在不買這個東西臊泰，它將被別人買走，它將永遠消失蚜枢，或者這個價格只有一次缸逃，再遇到這個機會至少要再等一年了。
Even though there is no shortage of material now, the anxiety of associated with survival can still be awakened in the face of scarce goods, which causing us want to own those scarce things. When we see the label of the 50% discount, the scarcity impulse is aroused. The feeling is that we don't buy this thing right now, it's going to be bought by someone else, it's going to be gone forever, or the price is only once, and it's going to be at least another year before we encounter this price again.
2.錨定效應心理學中的錨定效應現(xiàn)象厂抽，指的是人們在做決定之前需频，會受到之前的信息影響，之前的信息猶如一個沉重的錨筷凤，讓你的判斷以該信息為基準昭殉，而這樣的判斷往往會造成決策的失誤∶晔兀基于此挪丢，雙十一的許多商品通常都會出現(xiàn)一個先漲后降的情況，為的就是在我們腦海里留下一個高價格的印象卢厂，然后當我們以這個高價格作為參考價格時乾蓬，折扣價看起來就會特別劃算，是我們產(chǎn)生了一種占便宜的安慰心理慎恒。
2. Anchoring effectIn psychology, anchoring effect refers to the phenomenon that people are influenced by the previous information before making a decision. The previous information is like a heavy anchor, which makes your judgment base on the information, and such judgment often leads to wrong decision-making. On this basis, many products of double eleven usually have a situation of first rising and then falling, in order to make a high price impression in our mind, and then when we take this high price as the reference price, the discount price will look particularly cost-effective, which is a kind of comfort for us to take advantage of it.
3.自制力釋放雙十一之前巢块，大部分人會刻意壓制自己的購物需求，等到雙十一再一起購買巧号。“這雙鞋子真好看姥闭！算了太貴了丹鸿，還是等雙十一再買吧∨锲罚”雙十一的消費者們已經(jīng)壓制了很久的購物需求靠欢，購物的自制力已經(jīng)被消耗殆盡，到了雙十一那天铜跑，他們幾乎無法抵制住誘惑门怪，就進入到自制力釋放的狀態(tài)，也就是瘋狂購物+瘋狂娛樂锅纺。人一旦進入這種自制力釋放的狀態(tài)掷空，就會出現(xiàn)這些狀況：購買了一些平時不舍得買的商品；娛樂需求增加；工作學習的注意力降低坦弟。
3.Release selfcontrol
Before double 11, most people will deliberately suppress their shopping demand, waiting for double 11 to buy together."What a nice shoes! It's too expensive. I'll wait for the double 11."The consumers of double eleven have suppressed the demand of shopping for a long time, and the self-control of shopping has been exhausted. On the day of double eleven, they can hardly resist the temptation and enter the state of release of self-control, that is, crazy shopping + crazy entertainment. As soon as a person enters this state, these conditions will appear:I bought some goods that I am not willing to buy.Increased demand for entertainment;Reduced the attention of work and study.
4.預期后悔雙十一不斷地營造易逝感和稀缺感护锤，過了今天就沒了，就會讓很多消費者進入“預期后悔”的心理狀態(tài)酿傍，這種預期后悔就是：我做這件事不是因為我真的想做烙懦，而是擔心我不做會后悔，也就是赤炒，我買這些東西氯析，不一定是真的需要，而是我擔心我不買的 話就會后悔莺褒，將來買久更貴掩缓。翻譯成購物一族的邏輯就是：折扣的價格，等于不要錢癣朗。
4.Anticipated regret
Double 11 constantly build the perishable feeling and sense of scarcity, after today ,the goods are gone. It will make a lot of consumer to ente the "Anticipated regret" . the anticipated regret is that I do this not because I really want to do, but worry about I don't do it I would regret, that is, I buy these things, are not really need to, but I am afraid I will regret it, the goods price in the future may be more expensive. The shopping group's logic translated is: discounted price, equal to no money.
