科學60秒:"似曾相識"的廣告
來源：滬江聽寫酷
2011-08-11 10:00
One way advertisers convince us to buy something is to remind us that we’ve enjoyed their product before. Unfortunately, we can have [---1---] of a product that we’ve never even had. Or that doesn’t even exist.
A hundred volunteers looked at [---2---] for Orville Redenbacher's "Gourmet Fresh" popcorn—a variety that researchers made up. Some subjects saw an ad with a vivid description of the brand's “big white fluffy kernels." Others saw a less [---3---] ad.
A week later, subjects who saw the vivid ad were twice as likely to believe they'd tried this [---4---] product as were subjects who saw the plain ad. In fact, the believers were as confident that they had tried the popcorn as were people who actually ate popcorn after seeing the fake ads. The study is in the Journal of Consumer Research.
Previous marketing surveys have shown that if you think you've tried something before, you tend to like it more and you're more likely to buy it. So next time you're about to [---5---] that you know you love, stop and think: have you actually tried it? Or have ads just made you think you did.
【視聽版科學小組榮譽出品】
A hundred volunteers looked at [---2---] for Orville Redenbacher's "Gourmet Fresh" popcorn—a variety that researchers made up. Some subjects saw an ad with a vivid description of the brand's “big white fluffy kernels." Others saw a less [---3---] ad.
A week later, subjects who saw the vivid ad were twice as likely to believe they'd tried this [---4---] product as were subjects who saw the plain ad. In fact, the believers were as confident that they had tried the popcorn as were people who actually ate popcorn after seeing the fake ads. The study is in the Journal of Consumer Research.
Previous marketing surveys have shown that if you think you've tried something before, you tend to like it more and you're more likely to buy it. So next time you're about to [---5---] that you know you love, stop and think: have you actually tried it? Or have ads just made you think you did.
【視聽版科學小組榮譽出品】
fond memories
print ads
evocative
fictional
grab a product
"似曾相識"的廣告
廣告商說服我們購買其產(chǎn)品的手段之一便是喚起我們對其產(chǎn)品曾經(jīng)的好感?？上В覀兙蛯奈从眠^的或者根本不存在的東西感興趣。
研究人員編造了各種瑞等巴克【注1】“新鮮美味”爆米花的平面廣告讓100志愿者觀看。一部分受試者觀看的廣告有生動的“飽滿，潔白，松軟的爆米花”品牌描述，其他人看的廣告則平淡些許。
一周后，觀看生動廣告的受試者比觀看普通廣告的更相信自己曾嘗試過這種虛構的產(chǎn)品。而事實上，在看過這些編造的廣告后，受試者和曾今的確吃過的人一樣---堅信自己嘗試過這種爆米花。該研究發(fā)表在《消費者調查》期刊上。[《想象，經(jīng)驗，好感：虛假的經(jīng)驗效應》，Priyali Rajagopal 和 Nicole Votolato Montgomery文]
之前的市場調查顯示，在同等產(chǎn)品下，你會對你認為曾經(jīng)用過的產(chǎn)品更有好感，也更愿意去購買它。所以下次你想購買喜歡的產(chǎn)品時，先停下來想想自己是否真的用過，或者是這些廣告讓你覺得似曾相識。
注1： 瑞登巴克(Orville Redenbacher)，它成功地讓顧客相信其爆米花和其他普通產(chǎn)品不同。 公司首先著手開發(fā)一種真正與眾不同的產(chǎn)品——一種混合爆米花，它的谷粒比現(xiàn)有其他品牌產(chǎn)品中的谷粒多爆10％的米花。然后，瑞登巴克為其品牌設計了一個簡單的品牌主張：“爆得更多”，并輔以一幅照片，上面有一個滿盛著爆米花的大碗。