A Marketer’s Guide to Behavioral

Don’t overwhelm consumers with choice

[9] When a default option isn’t possible, marketers must be wary of generating “choice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.1
Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.

单词注解

wary['weəri]

someone who is wary is careful because they think something might be dangerous or harmful
小心翼翼的，谨慎的
Keep the wary eyes on the weather before you set sail .
出航前要密切注意天气。
She had a wary expression on the face
她脸上带着小心谨慎的表情。
be wary of (doing) sth
I’m a bit wary of driving in this fog.
我有点害怕在这样的雾天开车。

assortment [əˈsɔːtmənt] n. 分类；混合物

a wide assortment of friends 三教九流的朋友
There are a huge assortment of groceriers,a wide choice of dairy products and seafood.
有食品杂货的巨大的分类，乳制品的广泛的选择，以及海鲜。

imbue/ɪmˈbjuː/

If someone or something is imbued with an idea, feeling, or quality, they become filled with it. 灌输; 使充满
The film is imbued with the rebellious spirit of the star .
这部电影充满了那位明星的反叛精神。

forgo /fɔːˈɡəʊ/

to not do or have something pleasant or enjoyable摒绝，放弃〔美好的东西〕
I had to forgo lunch. 我只得放弃午餐。

翻译

不要以选择来压倒对方
【9】当默认选择不可能时，市场营销人员必须谨慎产生选择过度，这将会使顾客不太可能购买。在一次经典的野外试验中,一些商店为顾客提供品尝24种果酱的机会，然而，另外一些商店提供6种果酱。更多的品种吸引了更多的购物者来品尝果酱，但很少有人购买。相反，尽管更少的消费者停下来品尝这6种果酱，这种模式的商店的销量是第一种的五倍。
大型商店内的分类至少有两种方式对营销人员不利。首先，这么多的选择使顾客很难选出自己喜欢的，这是个潜在的障碍去阻碍人们购买。第二，
大的分类增加了每一个选择都有一个负面的光环的可能性。负面光环会增强人们的意识，觉得每个选择将会要求人们放弃另外一些产品的特色。减少选择的数量会让人们更有可能做出决定，同时也会对自己的选择感到更满意。