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

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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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bill a.
Whiting, US
★★★★★ 5
Awesome
Color: Orange
Awesome Toy . My Jack is crazy over it. She usually get bored with others, but this toy still has her attention after a couple of weeks Runs a long time on a short charge. 👍🏻
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Reviewed in the United States on May 30, 2026
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Chad
Lexington, US
★★★★★ 2
Not the Fetch-Fest I Hoped For
Color: Orange
I had high hopes for the PetDroid Interactive Dog Ball, especially with the newly upgraded features and promises of durable, motion-activated fun. Unfortunately, it didn’t quite live up to expectations for my furry friend. Here’s why I’m giving it 2 stars. Promising Features, Lackluster Results The idea behind this toy is fantastic: a durable, motion-activated ball that would entertain my dog without much effort on my part. The ball is supposed to roll around on its own, keeping my dog engaged and active. However, in practice, it just didn’t capture my dog’s interest. Durability I will give credit where it’s due: the ball is well-made and seems durable. It can withstand some rough handling, which is great for more aggressive chewers. Unfortunately, durability doesn’t mean much if your dog won’t play with it in the first place. Motion Activation The motion activation feature is hit or miss. While the ball does move around as advertised, it didn’t seem to move in a way that intrigued my dog. He gave it a sniff, watched it for a minute, and then walked away, unimpressed. I tried multiple times to get him interested, but he simply wasn’t having it. Lack of Engagement The biggest issue is that the ball just didn’t engage my dog at all. It might be more suitable for a different personality type or breed, but for my pooch, it was a total flop. He’s usually quite playful and curious, so I was surprised by his lack of interest. Final Thoughts Overall, the PetDroid Interactive Dog Ball might work for some dogs, but it was a miss for mine. If your dog is easily entertained by automated toys, it might be worth a try. However, based on my experience, I can’t wholeheartedly recommend it. Pros: Durable construction Motion-activated as advertised Cons: Did not engage my dog Motion activation wasn’t intriguing enough Might be more suitable for specific dog types or personalities If you decide to give it a shot, just be prepared for the possibility that your dog might not find it as entertaining as you hope. For us, it’s back to the drawing board for a more engaging toy.
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Reviewed in the United States on June 14, 2024
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Verified Purchase
Sally
Waukegan, US
★★★★★ 4
Pup Loves It, Some Other Notes
Color: Orange
We've had this for about six months and my 75 lb, 14-month-old German Shepherd pup LOVES IT. Her favorite is "Crazy Bouncing Mode." In fact, she doesn't care much for the normal mode. She chews it a lot - even drops it in her water bowl at times - and it's still going strong. This is a great purchase. It's nice hands-off entertainment. Do know that it is heavy compared to a normal ball - if your pup likes dropping it on the ground like mine does, it will land with a hard "thud," even with the included sleeve. Hopefully you don't have downstairs neighbors. Also know that the cover that goes over the charging port is removable and your dog may choke on it if they chew it in just the right manner. Definitely only let the pup play with it while supervised. All in all, great toy.
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Reviewed in the United States on February 11, 2026
J
Verified Purchase
jewelrycook
Lake Worth, US
★★★★★ 5
Bouncy, not hard, and good value.
Style: Fetch Balls (Pack of 10), Size: 2.5 inch
Great balls for the ball launcher and not rockhard like some of the solid rubber balls. These have great bounce, and because of the two holes, they make a fun whistling noise as they fly through the air. My dogs love them and they are a good value. By the way, if you throw them too hard, they will go through chain-link and no climb fence because they squish a bit!
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Reviewed in the United States on February 16, 2026
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Verified Purchase
IT Secure Force
Pawtucket, US
★★★★★ 5
Excellent dog balls — safe design and very durable
Style: Fetch Balls (Pack of 3), Size: 2.5 inch
These fetch balls from Amazon Basics are fantastic, and my dog absolutely loves them. One of the biggest reasons I prefer these over other brands is the hole that runs through the center of the ball. This is a very important safety feature: if a dog were to accidentally get the ball stuck in the back of the throat, the hole allows air to pass through. That small detail could literally make a life-saving difference. Aside from the safety benefit, they bounce well, are easy to clean, and hold up to a lot of playtime. They’re firm but not rock-hard, and my dog goes crazy for them. Great value, great quality, and a thoughtful design. Highly recommended for dog owners who want a safer alternative to standard solid rubber balls.
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Reviewed in the United States on December 1, 2025

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