Everybody is good, I am Zhou Wei, today, the content that we interpret matter quite with economics.
There is a well-known idea on economics: Small profits but quick turnover. But, expend psychological thorough research as offset, the truth of this indisputable got challenge, american economist · Fan Bolun is in Tuosidan Bond his composing " class having spare time talks " in the theory that put forward to do exactly the opposite: Commodity price is higher, consumer is willing to buy more instead. This one theory is called " Fan Bolun effect " .
From " small profits but quick turnover " arrive " Fan Bolun effect " , a among them main setting, the consumerism that is 20 centuries rises abruptly. The consumptive behavior of consumer just is satisfied to get direct material no longer and enjoy, and be to obtain the satisfaction of mentally on older rate.
Certain goods has the effect that display, if buy limousine car to show positional nobility, collect a picture to show refined interest, etc. The price of this kind of commodity is decided higher, demand person be willing to buy more instead, because have the high price of commodity only, what just can show purchaser is rich with the position. So, condition of this kind of consumption develops the tendency that has growth as the society.
And another setting is consumer the psychology of both to the price and character relation is cognitive. Face the consumer goods of full of beautiful things in eyes, consumer differentiates the stand or fall of congener product without enough energy and time, at that time, the price became a main referenced factor.
Normally price logic is, "Because good, so expensive " . But, arrived consumer this at the same time, the psychology with common people became: "Because the price is expensive, affirmation is so good. " go up in logic, this does not hold water, do not be certainly because of really propositional converse true, but go up in psychology, this kind of view also is convincing really. Fall in free competition market especially, the price behaved the value of the product already, the character that also is a product at the same time was done endorse.
Have a such stories: In Kampuchea area of scene of Wu Ge hole has store of a jade article, one day, inn boss lets an assistant offer the different price on two same jade bracelet symptom, mark a price only among them 100 dollars, mark a price only 800 dollars. Young assistant wondering, ask a boss: "Same thing, why more expensive than another 700 dollars? Mark a price can one that of 800 dollars sell go out? Mark a price can one that of 800 dollars sell go out??
The boss smiles. Not a little while, a flock of foreign country tourists went, begin to choose the goods that oneself like. A lady takes those two bracelets, compared carefully a little while, bought that to mark a price only next the jade bracelet of 800 dollars. At this moment, her fellow says: "This looks only and the distinction doing not have what of that 100 dollars... " that lady of the bracelet that buy jade interrupted her doubt immediately: "Have distinction, these two bracelet child quality of a material is different. These two bracelet child quality of a material is different..
After the client goes, the assistant asks a boss: "Why she wants to buy 800 dollars that? Is the quality of a material with two jade true bracelet different? The boss listened to shrug: "Just the same of quality of a material, differ exclusively have the price only. Differ exclusively have the price only..
Foreign tourist knows extent generally to Asian jade article not deep, at that time, a when the price became their resolution stand or fall main index -- although this is a wrong index, but in still a lot of people can be immersed in this trap cannot extricate oneself.
In a lot of circumstances, the price is more expensive, people is bought wildly more; The price is cheaper, jump over a sale not to go out instead. So, a lot of operator aimed at state of mind of this kind of consumption, ground of do one's best huff, in order to make oneself seek profit from which. Meanwhile, when consumer is facing the commodity of full of beautiful things in eyes, also cannot one by one undertakes be differentiatinged professionally, can believe blindly only " petty gain does not have good money " " a minute of money a minute of goods " .
In fact, below great majority circumstance, the consumptive common sense that this kind of year in year out forms also does not have a problem really, but have a basic premise, that is " do not include any brands completely of additional value, market of completely free competition " . For instance, buying bracelet child in that story, of inn of scene area jade article trade behavior often is one-time, also put in industry forestall behavior at the same time, not be market of a completely free competition, and to a lot of luxury, their price is to be on brand value and the cost of public relations sale that produce from this, "A minute of money a minute of goods " view nature is nonexistent also.
Accordingly, as consumer, what we should pay close attention to is the quality of product itself. To general goods, if we can differentiate stand or fall, so, with respect to the judgement that can believe oneself roughly. But, if be relatively expensive high-grade product, with respect to need then professional personage is accompanied buy, put attention drop on product quality, be certain character dominant price, is not the price reveals quality, such ability avoid effectively fall " Fan Bolun effect " trap.
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