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
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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4.8 ★★★★★
Based on 651 reviews
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KAB
Cuba, US
★★★★★ 5
Great Read!!! Great story!!!
Format: Kindle
The series is long, but Ms. Wolfhart does a fantastic job of weaving this tale while bringing so much to the characters. Surprises and plot twists along the way to keep you intrigued. There is some graphic sex, but is no way the focal point. Grammar was excellent (a rare find with a lot of self publishers) with only a few noted errors. I rarely give 4 stars, let alone 5.
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on April 30, 2021
E
Verified Purchase
Elisa
Massapequa, US
★★★★★ 3
Sadly, DNF
Format: Kindle
I read this thru KU. I LOVED the synopsis. And then I began reading... and it was a DNF at 68% after picking it up and putting it down several times because I really loved the main female character. *****SPOILERS***** Pros: The world is unique, intriguing and fun. The primary female character is bad-a** but not a b*tech or a mary sue. The primary female has depth. I really want to know what happens to her even tho it's been weeks and I don't remember her name. The villains to the point I read are pretty good -- an ever present threat of mysterious and possibly many culprits. Cons: Way, way too many points of view. I stopped counting at 7. It's the prime reason why I don't care about most of the characters or remember their names even when I like them. There's just too many points of view so almost none of the characters have enough book space for the author to properly develop them. This literally killed the book for me. Actually it killed my desire to read. For weeks. The main male is more villain than hero. He agreed to marry the main female then locks her up & eschews her for her sister, all while bad mouthing her as unfit to rule when he never spent any time with her getting to know her. He is actually unfit to rule as he is blind to the woes of his own kingdom and starts off a peace mission to secure a ceasefire through marriage by murdering an inn full of people in her country for no real reason. Plus, he constantly makes promises he does not keep. And it's gross of him to pine for the sister behind the main female's back. ***** As much as I really wanted to see what happened to the main female character, it wasn't enough for me to keep trying to slog thru this book. There was a lot of potential here that just fell short. Hence, 3 stars.
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Reviewed in the United States on June 19, 2021
M
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MaryBeth K
Massapequa, US
★★★★★ 5
Fae Courts with High Intrigue
Format: Kindle
This book is one that just builds and builds and then surprises you to no end. You may think you know the villains and then you are jolted in another direction. Princess Reyna is a real gem, strong of character, a fierce fighter, and loyal to her family and kingdom. Just when you think she and Lorcan, well you know, the plot is flipped. Can't wait to see where this goes in book two.
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Reviewed in the United States on July 7, 2023
K
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Kindle Customer Maureen
Los Angeles, US
★★★★★ 4
Slow, sorry but good
Format: Kindle
This was a slow moving book. Lots of character pov chapters, lots of superfluous descriptions and endless courtly appearances stalled this book to start. Once you get into the heart of the story, it takes off. Before you know it the book is done. My favorite character is Reyna. She is so strong. She is true to herself. She gets into a lot of trouble with her headstrong ways but it's entertaining. I have high hopes for Lorcan. He is honorable to a fault. Thane had turned out to be better than I thought but i still don't like him. Eislin is useless. Great plot twists at the end. I'm looking forward too book 2.
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Reviewed in the United States on June 6, 2020
F
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Faifre6
Houston, US
★★★★★ 5
Very detailed! Beautiful world building! Strong Heroine!
Format: Kindle
Starts off a little slow and confusing with different POV’s, but starts to all come together towards the middle to make an elaborate plot line and makes it all worth it. Beautiful world building and attention to detail as well as great writing. The cliffhanger was gut wrenching! Can’t wait for the next book!
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Reviewed in the United States on March 4, 2020

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