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.’3 N# X( Z8 f: f# B3 v/ w: {0 {
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。”
2 ], F3 `, f& O3 ]. h3 \ 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.+ y' H, M1 c9 ]* n- ^: O( [
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。8 R1 N& ]6 ]6 A
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.4 L2 T ?# e! S# R/ R( P
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。”
# K9 Y3 R0 m x$ S: B6 y# D ‘What is suggested is that perhaps practitioners have it ’right‘ when they appeal to consumers with slogans that encourage them to buy themselves splurges.' B( L* W+ F6 L4 B
“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。”* Z4 [! X/ \- O. j; S2 D5 ^5 c5 m
’There seem to be positive consequences to buying oneself a small treat: one does feel better.‘
' f3 e6 I, [$ @& b0 [: Z; Y6 v “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。”: Q# b' R1 m5 j) ?7 `3 r( |
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.
/ J0 F3 N& n/ Z! k8 v: g$ r 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。
* Q5 a5 u& `$ w% J Only one of those interviewed regretted splurging.: o2 \7 O7 T0 U- X, S
仅仅有一例受访者表示对于挥霍感到了后悔。
/ ^/ X( Z* k" y5 E Could it have been Keira Knightley? The actress told recently of her guilt at splashing out ?2,795 on a Burberry sheepskin coat.7 u# P6 {6 Q: J. ^- V! C1 \
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。 |