受访者中有62%的消费者表示,他们会买通过买东西来让自己心情好起来,另有28的人将“血拼”作为是庆祝的一种方式方法。</p> The study, published in the Journal of Psychology and Marketing in the U.S., concluded: ‘Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt.’& C; b( @# X8 b( l- C
这项研究的结果刊登在了美国《心理学与市场营销期刊》上,文章指出:“所谓的‘安慰式购物心理’对于商家的益处是不言而喻的,它能使消费者情绪高涨,并且不会有后悔或者内疚的心理。”* c+ G4 Q1 l; I
Selin Atalay and Margaret Meloy, the authors of the study, Retail therapy: A strategic effort to improve mood, said retailers could learn from the findings.
/ M% T/ r- s% x) D# t) g Selin Atalay和Margaret Meloy表示,研究的结果对于零售商有着很大的借鉴作用。5 @& j4 p: F' J' i" m
They said: ’It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers, or that mall planners strategically locate candy stores near every mall exit.
; [6 k& q' o: S+ B6 \3 M7 m 他们说:“我们的用意并不是要所有 的商家们突然都在收银台放置小点心招待消费者,或者是让购物中心把糖果店都搬到商城的出入口。”* [( C4 F7 u" d! @& g& }. N
‘What is suggested is that perhaps practitioners have it ’right‘ when they appeal to consumers with slogans that encourage them to buy themselves splurges.* ~( n0 E4 d: Q. b# x5 _
“我们希望消费者可以准确的掌握到这样一种讯息和实际,利用口号鼓励消费者为自己而消费。”; N5 m& o( a9 p& h l% X5 N5 Q
’There seem to be positive consequences to buying oneself a small treat: one does feel better.‘; P, w6 n. R+ V8 ]4 B* y: ~4 `
“给自己买些东西看以来将会产生正面的结果,并且会使得心情也好起来。”, @6 A* K6 U# B+ M5 o& A. H% K
The study did sound a cautionary note, saying that findings should be interpreted with care because the survey was ’self-selecting‘, because participants in a good mood were more likely to respond.3 N- _! i- Q0 u7 c$ m' [
不过他们也指出这项研究结果仅仅只能作为一个“忠告”,在解读这项发现是应结果留意,因为消费者的“自我选择性”,因为接受访问的人在心情良好时更易作出回应。
; \6 v4 `$ l& K$ r Only one of those interviewed regretted splurging./ w, b8 ^/ X9 K- ? \+ l/ q
仅仅有一例受访者表示对于挥霍感到了后悔。: k D) ~# u& {
Could it have been Keira Knightley? The actress told recently of her guilt at splashing out ?2,795 on a Burberry sheepskin coat.: Z/ q& x) v, K% A' y. j
这个人说不定就是英国演员Keira Knightley,这位女星最近狠狠花了一笔,砸下2795英镑买些了一件Burberry的羊皮大衣。 |