科学60秒:"似曾相识"的广告
来源：沪江听写酷
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.
【视听版科学小组荣誉出品】
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.
【视听版科学小组荣誉出品】
fond memories
print ads
evocative
fictional
grab a product
"似曾相识"的广告
广告商说服我们购买其产品的手段之一便是唤起我们对其产品曾经的好感。可惜，我们就对从未用过的或者根本不存在的东西感兴趣。
研究人员编造了各种瑞等巴克【注1】“新鲜美味”爆米花的平面广告让100志愿者观看。一部分受试者观看的广告有生动的“饱满，洁白，松软的爆米花”品牌描述，其他人看的广告则平淡些许。
一周后，观看生动广告的受试者比观看普通广告的更相信自己曾尝试过这种虚构的产品。而事实上，在看过这些编造的广告后，受试者和曾今的确吃过的人一样---坚信自己尝试过这种爆米花。该研究发表在《消费者调查》期刊上。[《想象，经验，好感：虚假的经验效应》，Priyali Rajagopal 和 Nicole Votolato Montgomery文]
之前的市场调查显示，在同等产品下，你会对你认为曾经用过的产品更有好感，也更愿意去购买它。所以下次你想购买喜欢的产品时，先停下来想想自己是否真的用过，或者是这些广告让你觉得似曾相识。
注1： 瑞登巴克(Orville Redenbacher)，它成功地让顾客相信其爆米花和其他普通产品不同。 公司首先着手开发一种真正与众不同的产品——一种混合爆米花，它的谷粒比现有其他品牌产品中的谷粒多爆10％的米花。然后，瑞登巴克为其品牌设计了一个简单的品牌主张：“爆得更多”，并辅以一幅照片，上面有一个满盛着爆米花的大碗。